After the challenges of 2020, New York deserved something special. So the New York Lottery partnered with McCann to create a new series of Scratch-Off Games celebrating some of the most iconic landmarks in the state. To celebrate the autumn launch of these new tickets, I wrote an animated love letter to the place I call home.

To bring this campaign to life on social, we got fans to share a photo of their favorite New York locations for a chance to have Vi Luong (@mister_vi) illustrate them in the same style as our Scratch-Offs.

With thousands of submissions, and countless impressions, The New York Series Photo Challenge became one of the most viral social campaigns on the New York Lottery's social platforms. What's more, all posts and engagement were 100% organic.