McCann NY, Director Aaron Ruell Play By The Numbers For New York Lottery

By

Robert Goldrich
Wednesday, Aug. 25, 2021

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When it comes to playing the New York Lottery, folks have their favorite numbers. Lucky numbers. Birthdays. Anniversaries. With the newly re-branded Twice Daily Games from the New York Lottery, those players now have two chances a day to play their numbers. Win4, NUMBERS and Take 5 are easy to play draw games.

To encourage players to “Spend More Time with Their Numbers,” McCann New York brought those numbers to life in this :30 spot directed by Aaron Ruell of Sanctuary Content. The spot features New Yorkers hanging out with their numbers in routine yet charming situations. But in this case, those numbers are larger-than-life, multi-colored, furry creatures. The story is a simple demonstration of the excitement Twice Daily Games can add to the everyday.

Credits

Client New York Lottery Agency McCann New York Mat Bisher, Jason Ashlock, Dom Baccollo, Noah Benezra, Antony Rush, Alec Reda, Lyns Descardes, Annie Elliott, Dan Kim, Mikey Bready, creative; Aaron Kovan, Chance Bassett, Andrea Kaye, Cindi Blondell, production; Laura Frank, Emily Brown, Grace Freeman, Rebecca Krevat, Jordana Judson, strategy; Eric “DJ Bunny Ears” Johnson, Colleen Dahlstrom, Madison Rowe, music. Production Sanctuary Content Aaron Ruell, director; Jeffrey Kim, DP. Production Craft Editorial No6 James Duffy editor. Music Duotone Audio Post Sonic Union Color Company 3

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