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New York Lottery
$1 Million Lucky Dogs

RAN IN: United States

CLIENT
New York Lottery

AGENCY
McCann New York *Lead Agency

Jason Ashlock, SVP, Executive Creative Director
Dominick Baccollo, SVP, Executive Creative Director
Antony Rush, Associate Creative Director
Noah Benezra, Associate Creative Director
Laura Frank, SVP, Group Strategy Director
Emily Brown, VP, Strategy Director
Billy LePage, Associate Strategy Director
Nikki Maizel, EVP, Executive Account Director
Molly Vossler, VP, Account Director
Katie Boyko, Executive Producer
Shayne Millington, Co Chief Creative Officer
Pierre Lipton, Co Chief Creative Officer
Aaron Kovan, Chief Production Officer
Gina Senese, Senior Art Director
Sarah Wagner, Senior Copywriter
Christina Harman, Senior Account Executive
Ana Gonzalez, Senior Account Executive
Eric Johnson, SVP, Executive Music Producer
Colleen Dahlstrom Dahlstrom, Music Producer
Madison Rowe, Junior Music Producer
Natalie Hernandez, Business Manager
Kara Haynesworth, Associate Social Strategy Director
Jordana Judson, Senior Community Manager
Kiko Mattoso, VP, Creative Director
Rafa Segri, VP, Creative Director
Hanna Cannell, Account Director
Emma Koehn, Account Executive
Eric Shober, Executive Digital Producer
Alex Woods, Senior Project Manager
Mark Deradorian-Delia, Senior Producer
Anne-Marie Abril, Senior Project Manager
Camille Dagorn, VP, Creator Partnerships
Molly Scott, Field Marketing Director


Universal McCann New York

Max Kabakov, VP, Strategy


Craft Worldwide

Adam Hirsch, SVP, Head of Content North America
Zoe Greene, Executive Producer


Momentum Worldwide

Amy Barnard, SVP, Managing Director
Saumbera Wiedenmannott-Hopper, Account Manager
Kelsey Leetch, Account Director
Lidia Gonzalez, Associate


Ruckus Films


SUMMARY

New York Lottery launched a first of its kind ticket, designed to reward not only New Yorkers but also their canine companions, in order to meet its goals towards funding public education across NYS. The ticket became the must-have for dog lovers leading to a 4-year sales high, over 2x projected app downloads, and positive sentiment of 90% on social. It was a tail-wagging success! 

CASE VIDEO


Language: English