CLIENT
New York Lottery
Gweneth Dean, Director
Rich Oettinger, Director, Marketing & Sales
Maggie Fuller, Director of Digital
AGENCY
Dominick Baccollo, EVP, Executive Creative Director
Kassandra Pollard, Associate Creative Director
Rene Delgado, Associate Creative Director
Hanna Cannell, Account Director
Christina Harman, Senior Account Executive
Jordana Judson, Senior Community Manager
Miriam Morales, Community Manager
Pierre Lipton, Executive Creative Director, Global Brands
Nikki Maizel, Managing Partner
Nancy Tynan, SVP, Group Account Director
Kya Wilson, Assistant Account Executive
Molly Scott, Field Marketing Manager
Gabby Gonzaga, Art Director
Kayla Andersen, Copywriter
laura frank, EVP, Executive Strategy Director
Emily Brown, SVP, Group Strategy Director
Elise Rodriguez, Associate Strategy Director
Kyla Jackson, Strategist
Julia Brown, Associate Director of Project Management
Hallie Hoch, Associate Project Manager
UM Worldwide
Matt Kanner, VP, Planning
Evan Pring, Director, Planning
Luke Bartner, Senior Associate, Planning
Kinesso
Farha Zaman, Manager, Paid Social
SUMMARY
People weren’t playing New York Lottery, because they didn’t believe it was winnable. To shift perceptions, drive consideration and contribute to sales, NYL set out to help New Yorkers imagine themselves as winners so they could believe winning was possible. “Picture A Win” prompted New Yorkers to imagine what they would do with the jackpot and leveraged AI to bring their dreams to life visually on social and digital OOH. Our campaign made New Yorkers believe “real people win”, increased play frequency and contributed to incremental sales.
