McCann NY, Director James Gray Team On Whodunit For NY Lottery
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Robert Goldrich5865 views
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 whodunit – a family lottery win celebration turned Clue-style mystery when the winning $1 million 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 the features Ad Astra and The Lost City of Z, and colorist 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.
Client New York Lottery Agency McCann New York Sean Bryan, Tom Murphy, co-chief creative officers, North America; Mat Bisher, EVP, executive creative director; Jason Ashlock, Dominick Baccollo, Dan Kim, SVPs, group creative directors; Annie Elliott, creative director; Nathy Aviram, chief production officer; Chance Bassett, VP, executive producer; Eric Johnson, SVP, music producer; Dan Gross, music producer; Laura Frank, SVP, group strategy director; Emily Brown, VP, strategy director; Grace Freeman, associate social strategy director; Jordana Judson, community manager. Production Superprime James Gray, director; Matt Sanders, head of production; Charlotte Woodhead, exec producer; Lisa Ruffler, line producer; Sean Porter, DP; Happy Massee, production designer. Editorial MackCut Gavin Cutler, editor; Gina Pagano, exec producer. Audio Post MackCut Sam Shaffer, mixer. Color Color Collective Alex Bickel, colorist.