One of the challenges we faced was communicating what it would be like to win with all of the varying different prize levels: A game like Powerball has hundred million dollar jackpots and the instant scratch-off games have million dollar jackpots. So we needed to design a campaign that spoke to both types of players without alienating one or the other. It was also important to get people excited about playing again. Get them to put themselves in the shoes of a New York Lottery winner and imagine what it would be like.

The simplicity of the final design makes the copy more impactful. The nondescript characters allows the audience to put themselves in the shoes of the heroes in each execution.

New Yorkers loved it. The client loved it. And the campaign helped put the New York Lottery in the social spotlight, as there was a lot of chatter on Facebook and Twitter with people commenting on the individual thoughts or posting their own thoughts. We even got a shout out from Saturday Night Live: #CommercialBreak #SNLChristmas.

In the end, New Yorkers are thinking and talking about the New York Lottery again.