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New York Lottery Promotes Scratch-Off Game with 'X'pert Wordplay

Creative 632 Add to collection

‘The X Series’ campaign was created by McCann New York and directed by Terri Timely

New York Lottery Promotes Scratch-Off Game with 'X'pert Wordplay
“Multiplier tickets” are the bread and butter of the state lottery scratch-off-game offering. The New York Lottery wanted to find a more exciting approach that would make their new multiplier ticket series attractive to lottery players. So, instead of focusing on the multiplying aspect of the tickets, the team at McCann capitalised on the “X” symbol featured on the ticket. The ad agency changed the name of the tickets to “The X Series,” allowing them to make the “X” the campaign’s focal point and providing a catchy new phrase to use New York Lottery communications. 

The spots, directed by Terri Timely, leverage the letter “X” in every way imaginable. The dialogue features expertly-crafted language that begins almost exclusively with “X” words and the art direction offers viewers extra Easter eggs to discover. The campaign continues to leverage the “X” across other media, from a prominent outdoor wall mural print and out of home. The campaign also includes digital, social media and radio.  

The X Series scratch-off games were released on January 2nd, 2019 and the ad campaign will run from January 4th through mid-March. 

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Post Production / VFX

Post Production Company: Schmigital

Flame Artists: Jimmy Hayhow

Producer: Perry Tate

Colourist: Tim Masick

Flame Assist: Kaitlyn Jackson

Animator: Kaitlyn Jackson

VFX: Artjail

Head of Production: John Skeffington

2D Lead: Ben Elliot

Nuke Artists: Eric Conception, Ting-Jung Hsu, Dayung Jo

Matte Painting: Carl Edlund

Telecine: Company 3

Colour Assistant: Melina Smith

Colour Producer: Kevin Breheny


Sound Company: MackCut

Sound Engineer: Sam Shaffer

Creative Agency

Creative Agency: McCann New York

Chief Creative Officer: Eric Silver (North America), Sean Bryan & Tom Murphy (New York)

Executive Creative Director: Mat Bisher

Creative Director: Jason Ashlock, Dominick Baccollo

Producer: Mackenzie Reif

Strategist: Laura Frank

Associate Creative Director: Emily Salas, Tyler Gonerka

Chief Production Officer: Nathy Aviram

Executive Producer: Chance Bassett

Executive Music Producer: Eric Johnson (SVP)

Music Producer: Dan Gross

Music Business Affairs Manager: Sam Belkin

Business Manager: Natalie Hernandez

Executive Account Director: Scot Beck

Account Director: Caroline Fuller (VP)

Account Supervisor: Molly Vossler

Account Executive: Ellery Gitkin

Project Manager: Courtney Snead

Director of Strategy: Laura Frank (VP)

Associate Strategist: Sydney Hausman

Production Company

Production Company: Park Pictures

Director: Terri Timely

Executive Producer: Jackie Kelman Bisbee & Dinah Rodriguez

Producer: David Lambert

DOP: Donavan Sell

Head of Production: Anne Bobroff


Music : Concrete by Frigga, Drive By by Robin Ahnlund


Edit Company: Mackcut

Editor: Ian Mackenzie

Edit Assistant: Cooper McLane

Executive Producer: Gina Pagano

Genres: Comedy, People, Dialogue

Categories: Gambling, Sports and Leisure

McCann Worldgroup, Mon, 07 Jan 2019 10:19:39 GMT