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.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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