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 Empire State. The film was animated by Yves Geleyn at Hornet and features an updated recording of the classic song, Autumn in New York.
To bring these new tickets 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.
Cannes Design Lions - Shortlist