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New Hampshire Lottery’s Wipe Out Style Spot Has a Game for Everyone

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GYK Antler's larger than life campaign highlights numerous ways to get involved in the lottery

New Hampshire Lottery’s Wipe Out Style Spot Has a Game for Everyone

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!”

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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

Jeff Pugliese

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 Leisure

GYK Antler, Mon, 07 Feb 2022 17:01:10 GMT