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McCann New York: New York Lottery Presents the Ultimate Whodunnit…

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How do you launch a movie-themed scratch-off game for the New York Lottery? With the same approach a film studio premiering a movie in Hollywood would take, of course, beginning with an epic trailer. Together with McCann New York, the New York Lottery launched the campaign, titled $1,000,000 Premiere, with an edge-of-your-seat :30 trailer for the ultimate whodunnit a family lottery win celebration turned Clue-style mystery when the winning $1,000,000 ticket suddenly goes missing.

McCann New York turned to the experts, enlisting a handful of Hollywood elites to create the trailer, including internationally awarded director James Gray, known for Ad Astra and The Lost City of Z, and award-winning colorist Alex Bickel of Moonlight, Lady Bird, and If Beale Street Could Talk.

Igniting New Yorkers' love of cinema, the campaign is filled with movie trailer tropes, including its tagline: Now playing in a store near you. The narrative launching with the trailer will also continue on the New York Lottery’s social channels, where they’ll periodically drop clues for New Yorkers to solve the ‘Mystery of the Missing Ticket’ throughout the campaign’s run.

The campaign will be carried across TV, radio, OOH, print, social and other digital executions beginning on April 8.
Other credits


McCann New York

Sean Bryan & Tom Murphy – Co Chief Creative Officer McCann North America

Mat Bisher – EVP, Executive Creative Director

Jason Ashlock – SVP, Group Creative Director

Dominick Baccollo – SVP, Group Creative Director

Dan Kim – SVP, Group Creative Director

Annie Elliott – Creative Director


McCann New York

Nathy Aviram – Chief Production Officer

Chance Bassett – VP Executive Producer

Eric Johnson – SVP, Music Producer

Dan Gross – Music Producer

Jamie Jou – Music Business Manager

Natalie Hernandez – Business Manager

Business Affairs

Danielle Korn – EVP Head of Talent Partnerships

Kimberly Kress – SVP Director Talent Partnerships

Gordon Corte – Talent Manager


McCann New York

Nikki Maizel – EVP Executive Account Director

Caroline Fuller – SVP Group Account Director

Molly Vossler – Account Director

Carolyn Martin – Senior Account Executive

Ana Gonzalez – Account Executive

Project Management

Michael Gonzalez – Project Manager


McCann New York

Laura Frank – SVP, Group Strategy Director

Emily Brown – VP, Strategy Director

Grace Freeman – Associate Social Strategy Director

Jordana Judson – Community Manager

Production Company

Production Company: Superprime

Director: James Gray

Head of Production: Matt Sanders

Executive Producer: Charlotte Woodhead

Line Producer: Lisa Ruffler

Director of Photography: Sean Porter

Production Designer: Happy Massee


Edit Company: MackCut

Editor: Gavin Cutler

Executive Producer: Gina Pagano

Assistant Editor: Megan

Audio Post

Audio Post Company: MackCut

Mix by: Sam Shaffer


Alex Bickel @ Color Collective

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