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New York Lottery: Nothing Up Our Sleeve, 15s
The latest campaign from the New York Lottery and McCann New York launched this week. The spot, titled 'Nothing Up Our Sleeve,' introduces New York Lottery+ (NYL+), a new program that replaces Collect ‘N Win with enhanced benefits, more ways to play, and more chances to win. Running across New York, the campaign is designed to drive awareness and encourage new registrations, log-ins, and ticket entries. At the heart of the work is a classic piece of New York scepticism: people here don’t just accept 'more' without looking for the fine print. The film flips that instinct into a surreal gag when a customer literally climbs up a clerk’s sleeve to check for a catch--only to find nothing but extra rewards. It’s a playful way of saying that with NYL+, New Yorkers really do get more, without any tricks.
Agency — McCann North America Related |
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