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This New York Lottery Game Will Lift Every Bacon Lover’s Spirits

Creative 89 Add to collection

McCann New York cooks up the campaign paying homage to new scratch off game BACON!

This New York Lottery Game Will Lift Every Bacon Lover’s Spirits

There’s something delicious coming to New York Lottery retailers. It’s a new Scratch-Off Game called BACON! To launch the new ticket, McCann New York cooked up a campaign that pays homage to everyone’s favourite food. The smoky, salty smell of bacon is calling New Yorkers to Wake Up and Smell the Win.  

The centrepiece of the campaign is an enchanting spot called, ‘Early Riser.’ Directed by Conor Byrne from Mssng Peces, it tells the story of a New Yorker who is magically awoken and carried through the air, out of his home, and through the streets by a mouth watering aroma. Spoiler alert, it’s Bacon! It was shot all in-camera both in studio and on location in New York, using a specialised rig to ensure the hero character was always being led by his nose towards the source of that sweet bacon smell. 

The campaign is being supported with a promotion across the New York Lottery’s social and digital channels. Fans are invited to Wake Up and Smell the Prizes by signing up for early morning prize alerts delivered to their email inbox every morning during October. The 30 earliest risers to check will be awarded with weekly Bacon Boxes filled with bacon-themed items ranging from frying bans to bacon air-fresheners—and they’ll be entered for a chance to win the $10,000 grand prize.

The Wake Up and Smell the Win campaign will live across TV, online, social, a digital experience, e-newsletter, retail, radio, OOH, print, and direct mail executions from September 7th, 2021 to October 31st, 2021. The Bacon! promotion runs from September 29th to October 30th, 2021.

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Creative: McCann New York

North American Chief Creative Officers: Sean Bryan & Tom Murphy

EVP, Executive Creative Director: Mat Bisher

SVP, Group Creative Director: Jason Ashlock

SVP, Group Creative Director: Dominick Baccollo

Senior Writer: Noah Benezra

Senior Art Director: Antony Rush


Production: McCann New York

Chief Production Officer: Nathy Aviram

EVP, Chief Production Officer NY: Aaron Kovan

SVP, Executive Producer: Donna McCracken

VP, Executive Producer: Chance Bassett

Senior Producer: Katie Boyko

Junior Producer: Kelly Krincek

Business Manager: Natalie Hernandez

SVP, Executive Music Producer: Eric Johnson

Business Manager Music: Jamie Jou

Production: Cosmo Street

Editor: Craig Deardorff

Executive Producer: Maura Woodward

Head of Production: Anne Lai

Senior Producer: Amanda Slamin

Mix at Sound Lounge: Rob Sayers


Account: McCann New York

EVP, Executive Account Director: Nikki Maizel

SVP, Group Account Director: Caroline Fuller

Account Supervisor: Hanna Cannell

Senior Account Executive: Christina Harman


Strategy: McCann New York

SVP, Group Strategy Director: Laura Frank

VP, Strategy Director: Emily Brown

Senior Social Strategist: Grace Freeman

Social Strategist: Rebecca Krevat

Community Manager: Jordana Judson

Project Management

Senior Project Manager: Connor Byrne

Project Manager: Katie Landkamer

Production Company

Production Company: Mssng Peces

Director: Conor Byrne

Producer: Tyler Byrne

Managing Partner, Founder: Ari Kuschnir

Managing Partner: Kate Oppenheim

Managing Partner: Brian Latt

Executive Producer, Partner: Dave Saltzman

Executive Producer: Edward Grann

Head of Production: Rebecca Davis


VFX House: Ntropic

Head of Production: Veronica Ware

VFX Producer: Sarah Steinbach

VFX Supervisor, Lead Compositor: Charles Quinn

Compositor: Ariana Kolitsopoulos

Compositor: Ralph Scaglione

FX, Motion: Björn Ahlstedt

Color Executive Producer: Will Mok


Song: Kitten Love

Album: Pets & Compagnie

Artist: APM Music

Composer: Julien Vega

Publishing: Cezame Metro Park


Audio: HoneyMix

VO Artist, English and Spanish: Matt Harrington

AVO Artist, English: Cornell Womack

AVO Artist, Spanish: Frank Rodriguez

Bacon! Promotion

SVP Executive Director: Christine Lane

Executive Producer: Eric Shober

Senior Producer: Mark Deradorian-Delia

Sr. Technical Digital Producer: Diane Knarr

Digital Producer: Charlotte Popper

UI Designer: Megan Ohr

UX Architect: Annie Panousopoulos

Digital Account Executive: Anthony Pelkey


Tech Lead - Web Apps: Jan Cruz

Executive Digital Producer: Rich Goldstein

Digital Producer: Alex Woods

Production Coordinator: Mario Villaquiran

Developer: Gerson Mejia

Senior QA Engineer: Faiza Islam

QA Engineer: Puneet Oberoi

QA Engineer: Shawn Fisher

Genres: Comedy, People

Categories: Gambling, Sports and Leisure

McCann North America, Thu, 30 Sep 2021 09:07:35 GMT