This January, the New York Lottery is raising the stakes with the launch of its new Xtreme Multiplier Series of Scratch-Off Games. These aren’t your ordinary scratch-offs; each ticket packs the power to multiply winnings by up to an impressive 100x, offering a chance at a top prize of $5,000,000. To capture the excitement and fervor surrounding these multiplier tickets, McCann New York collaborated with the New York Lottery to bring forth the lively and imaginative “More Winnings Could Be In Your Hands” campaign.
At the heart of this campaign is a relatable protagonist driven by a passion for scratching these Xtreme Multiplier tickets. The narrative unfolds with a humorous and quirky touch, showcasing a man who takes the notion of “more winnings” quite literally. The protagonist, in a moment of sheer dedication and a touch of madness, decides to build a contraption of makeshift hands from household items to scratch multiple tickets simultaneously.
The contraption is a whimsical assembly of robotic arms fashioned from a blow-dryer, a desk lamp, and even a cheese grater, adding a touch of randomness to the endeavor. Each handcrafted arm has its unique style – from one haphazardly constructed with unwieldy scraps of wood to another resembling a relic from the Industrial Revolution. Notably, there’s a tiny, delicate hand attached to an unusually long tweed arm, highlighting the meticulous attention to detail.
While the contraption might seem absurd, it humorously underscores the lengths to which players might go in pursuit of multiplying their winnings. The creative execution brilliantly emphasizes the power that lies in the hands of the players, quite literally. The film is a playful nod to the idea that, with the Xtreme Multiplier Series, players don’t need to resort to extreme measures because the winnings can multiply themselves.
Vedran Rupic brings the campaign to life with his skilled direction, while the renowned puppeteering hands of Legacy Effects add a touch of dexterity to the quirky contraption. This campaign follows McCann New York’s recent works for the New York Lottery, showcasing their expertise in creating engaging and entertaining narratives that resonate with the audience.
The “More Winnings Could Be In Your Hands” campaign will be omnipresent, running across TV, OLV, OOH, radio, print, and digital platforms throughout New York State. Strategic partnerships with Univision, Time Out, Spotify, Pandora, and Hulu, as well as a strong presence on social platforms like Facebook, Instagram, and Snapchat, ensure widespread coverage and engagement.
In summary, this professional campaign not only introduces the thrilling Xtreme Multiplier Scratch-Off Games but also invites players into a world of imaginative possibilities. “More Winnings Could Be In Your Hands” is more than a tagline; it’s a celebration of the passion and creativity that players bring to the game, turning a simple scratch-off into an entertaining adventure. Published on January 9, 2024, this campaign by McCann New York for the New York Lottery promises not just more winnings but also more fun and excitement.
