Mon, 07 Feb 2022 17:01:10 GMT
The thought of winning big in the lottery feels larger-than-life – almost surreal, right? All the anticipation and excitement of scratching that last spot on your ticket or seeing your lucky number come up, with a big ol’ jackpot just waiting to be claimed.
In a new campaign launching February 9th, the New Hampshire Lottery and agency of record GYK Antler are inviting prospective players to join in on the excitement, the energy, and the endless amounts of fun the lottery has to offer, asking them one simple question: “Are You Game?”
The team created a larger-than-life Wipeout-style game show set, highlighting scratch tickets, KENO 603 and iLottery – just a small sampling of the numerous and rapidly growing list of ways people can experience the NH Lottery for themselves. This is meant to reinforce that no matter who you are or how you like to play, NH Lottery has a game for you.
In a series of three TV spots, local comedian Juston McKinney serves as the “host” of the “Are You Game?” experience, featuring three enthusiastic contestants.
In the ‘Scratch Ticket’ spot, our contestants struggle with the tension of the bungee cord attached to their bodies as they attempt to launch themselves onto a massive 7.25-foot tall by 5-foot-wide scratch ticket to be the first person to scratch and reveal three “Win” icons.
In ‘Keno 603’ spot, our contestants roll down a 70-foot sloped ramp – while inside a giant zorb ball –onto an oversized Keno 603 board, with the goal of being the only player to land on one of the 20 highlighted numbers.
In the ‘iLottery’ spot, which highlights one of the Lottery’s many online games (allowing enthusiasts to play anytime they want from their mobile phone, computer, or tablet), our contestants race through a branded inflatable obstacle course while trying to evade a Joker before playing the Queen of Diamonds e-instant game on the big screen. The first to reveal three Queens is the victor.
The campaign comes to life via TV, radio and social media, with host Juston McKinney adding his signature energy to radio spots across the state. Plans for in-person activations are underway to bring the larger-than-life experience to New Hampshire residents in person in the coming months.
New Hampshire Lottery – Maura McCann, director of marketing: “The New Hampshire Lottery is extremely excited about the “Are You Game?” campaign and we are looking forward to launching this initiative across our channels. I think what immediately drew us to this strategic concept from GYK Antler was the larger-than-life feel of the games, which really draws in the viewer and cultivate the fun, anticipation and excitement we strongly believe our players associate with the New Hampshire Lottery. We are constantly looking for ways to not only engage our current players, but also to reach new audiences, and this campaign does just that by creatively tapping into the natural emotion and energy our games offer.”
GYK Antler – Andrew Harris, creative director: “To us, the New Hampshire Lottery has always been more than just a game. It’s an invitation to join in on the excitement, the energy, and endless amounts of fun. To continue to re-enforce this idea among consumers, especially in the face of alternative entertainment options, we needed a brand idea that would invite consumers to take another look, to engage and be reminded of the over-the-top excitement of playing and winning the NH Lottery. “Are You Game?” is that perfect platform. It’s an invitation to play, as well as a flexible way to highlight the many games and ways to engage with the NH Lottery. We’re excited to see where this takes us!”view more - Creative
Client: New Hampshire Lottery
Director of Marketing: Maura McCann
Agency: GYK Antler
Creative Director: Andrew Harris
Art Directors: Maddie Goodnuff, Avery Donahoe
Copywriters: Dan Lawton, Steve Friedman
Group Account Director: Jeff Newman
Director of Strategy: Mike Giovinelli
Senior Account Executive: Taylor Bengtson
Senior Project Manager: Barbara McCaffrey
Production: Big Brick Productions
Director / EP: Matt Doyle
Director of Production: Tyler York
AD: Faye Cogen
Line Producer: Lisa Neville
Sr. Editor: Josh Drake
Animator: Tori DeYeso
Director of Photography: Daniel Dunn
Assistant Editor: Sammy Honeywell
Vendors: Slate Casting, ModelClub, Andrew Wilson Agency, Ennis, Rule, High Output, Events United, Merrill Bartlet Group, RJ Kelly
2nd Camera: Tom Furcillo
Jib Operator: Craig Frankenhoff
Drone Operator: Josh Bogardus
1st AC: Jeff Olive
2nd AC: Ben Daniels, Alex Lopez
Gaffer: Carlos Bermudez
Swing: Shawn Ryder
Key Grip: Dave LaRue
Event Lighting Director: Jake Ohrt
Video Tech: Pat Dunn
Audio: Ben Nimkin
Locations: James Isch
Art Director: Tara Pavoni
Production Design: Rob Carlson
Set Dresses: Ashley Sykes, Andrew Wallace, Steve Couttes
Construction Crew: Dan Brisson. Kenji Messenger, Joel Ballou, Doug Moore, Mike Cantanzo
Wardrobe: Maili Lafayette / Jamie D’Emarese
Hair/Makeup: Alex Dale
Production Manager: Alana Bergeron
Medic: Riley Sexton, Aaron Kaplow, Tuttie Colon, Lauren Bolger, Josh Marcouiller, Pas
COVID: Liam Crowley
Craft Services: Kristi DeCisero
Bungee Tech: Steve Coppin
Host: Juston McKinney
Contestants: Brenden Floyd, Lisa Joyce, Joey Lopez
Genres: People, Comedy
Categories: Gaming, Sports and LeisureGYK Antler, Mon, 07 Feb 2022 17:01:10 GMT