McCann New York launched a campaign for the New York Lottery which includes this music video-style spot directed by Christian Breslauer of London Alley.
The :30 features a signature song, “Sounds Grande,” as we see our featured music video protagonist get into the lotto spirit thanks to the new GRANDE Scratch-Off Games (up to $3 million in cash prizes, and a chance drawing for one of 100 VIP trips to Billboard Latin Music Week in Miami).
The new lotto games were designed by McCann Design, inspired by the colorful storefronts of New York bodegas.
Credits
Client New York Lottery Agency McCann New York Shayne Millington, chief creative officer; Pete Johnson, EVP, executive global creative director; Jacopo Biorcio, Danny Price, group creative directors; Jess Bass, Talia Rapp, creative directors; Maria Useche, Gabby Gonzaga, art directors; Isabella Leon, Kayla Andersen, copywriters; Matt van Leeuwen, EVP head of design; Emely Perez, VP design director; Chocho Han, Inkyung Hur, designers; Crissy Cicco, executive producer; Matthew Silverman, sr. producer; Laura Frank, EVP, executive strategy director; Emily Brown, SVP, group strategy director; Elise Rodriguez, associate strategy director; Kyla Jackson, strategist; Jamie Jou, director of music, BA licensing; Colleen Dahlstrom, sr. music producer; Madison Rowe, jr. music producer; Francisca del Basto, associate creative director (Casanova//McCann); Cesar Davila, copywriter (Cassanova//McCann). Production London Alley Christian Breslauer, director; Sandy Haddad, Matthew Kauth, exec producers; Victoria Pierce, bidding producer; Rob Smyth, line producer; Pierre Cailliarec, AD; Federico Tamburini, DP; Kristen Vallow, production designer. Editorial London Alley Ivan Ovalle, postproduction supervisor; Luis Caraza, editor; Chloe Scrushy, Tanner Jackson, assistant editors. Sound Sonic Union Rob McIver, sound mixer; Alex Thiel, assistant engineer; Justine Cortale, studio director; Gina Petrarca, producer. VFX Mathematic Hadi Dahrouge, exec producer; Vincent Blin, VFX supervisor; John Ashby, VFX supervisor (on-set); Minh Ly, Jeremy Dumetre, VFX producers; Albin Gueheneuc, VFX coordinator. Color Company 3 Matt Osbourne, colorist; Shannen Troup, producer. Music Jingle Punks Matt Chambless, executive creative director.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
