Social Extension
To grow excitement online about the New York Series, we tapped into New York State’s pride by creating a sweepstakes that let 5 lucky winners have their own photos drawn by Vi.
For New York Lottery’s first campaign since COVID-19, McCann New York got to create, design and name the scratch-off game for the first time. The tickets and film are a love letter to New York, a place that will make it through this pandemic stronger and more beautiful than before.
Directed by Yves Geleyn from Hornet. Tickets designed and illustrated by Vi Luong.
To grow excitement online about the New York Series, we tapped into New York State’s pride by creating a sweepstakes that let 5 lucky winners have their own photos drawn by Vi.
