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New York Lottery Presents the Ultimate Whodunnit for New Million Dollar Ticket

Creative 280 Add to collection

McCann New York launches the New York lottery's latest campaign for the $1,000,000 premiere

New York Lottery Presents the Ultimate Whodunnit for New Million Dollar Ticket

How do you launch a movie-themed scratch-off game for the New York Lottery? With the same approach a film studio premiering a movie in Hollywood would take, of course, beginning with an epic trailer. 

Together with McCann New York, the New York Lottery launched the campaign, titled $1,000,000 Premiere, with an edge-of-your-seat :30 trailer for the ultimate whodunnit – a family lottery win celebration turned Clue-style mystery when the winning $1,000,000 ticket suddenly goes missing. 

McCann New York turned to the experts, enlisting a handful of Hollywood elites to create the trailer, including internationally awarded director James Gray, known for Ad Astra and The Lost City of Z, and award-winning colourist Alex Bickel of Moonlight, Lady Bird, and If Beale Street Could Talk.

Igniting New Yorkers' love of cinema, the campaign is filled with movie trailer tropes, including its tagline: Now playing in a store near you. The narrative launching with the trailer will also continue on the New York Lottery’s social channels, where they’ll periodically drop clues for New Yorkers to solve the ‘Mystery of the Missing Ticket’ throughout the campaign’s run.

The campaign will be carried across TV, radio, OOH, print, social and other digital executions beginning on April 8th.

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Creative: McCann New York

Co Chief Creative Officer McCann North America: Sean Bryan and Tom Murphy 

EVP, Executive Creative Director: Mat Bisher

SVP, Group Creative Director: Jason Ashlock 

SVP, Group Creative Director: Dominick Baccollo

SVP, Group Creative Director: Dan Kim 

Creative Director: Annie Elliott 


Production: McCann New York

Chief Production Officer: Nathy Aviram 

VP Executive Producer: Chance Bassett

SVP, Music Producer: Eric Johnson 

Music Producer: Dan Gross

Music Business Manager: Jamie Jou 

Business Manager: Natalie Hernandez 

Business Affairs

EVP Head of Talent Partnerships: Danielle Korn 

SVP Director Talent Partnerships: Kimberly Kress

Talent Manager: Gordon Corte 


Account: McCann New York

EVP Executive Account Director: Nikki Maizel

SVP Group Account Director: Caroline Fuller

Account Director: Molly Vossler

Senior Account Executive: Carolyn Martin 

Account Executive: Ana Gonzalez

Project Management

Project Manager: Michael Gonzalez


Strategy: McCann New York

SVP, Group Strategy Director: Laura Frank 

VP, Strategy Director: Emily Brown 

Associate Social Strategy Director: Grace Freeman 

Community Manager: Jordana Judson 

Production Company

Production Company: Superprime

Director: James Gray

Head of Production: Matt Sanders

Executive Producer: Charlotte Woodhead

Line Producer: Lisa Ruffler

Director of Photography: Sean Porter

Production Designer: Happy Massee


Edit Company: MackCut

Editor: Gavin Cutler

Executive Producer: Gina Pagano

Assistant Editor: Megan

Audio Post

Audio Post Company: MackCut

Mix by: Sam Shaffer

Alex Bickel @ Color Collective

Genres: Comedy, People, Storytelling, Dialogue

Categories: Gambling, Sports and Leisure

McCann North America, Mon, 12 Apr 2021 14:03:55 GMT