Whisk Away Across NY State in This Magical Animated Film for NY Lottery

For the Lottery’s first major campaign since quarantine, it's celebrating our great state and inspiring some serious hometown pride. The New York Series Scratch-Off game includes five tickets each of which features a New York icon - from the Brooklyn Bridge to Niagara Falls and beyond.

In a first for the Lottery-agency partnership, McCann New York worked with local New York artist, Vi Luong, to design the tickets from the ground up. Intricate black and white drawings and detailed line art reflect a more minimalist yet stunning approach—an eye-popping departure from the typical multi-coloured Scratch-Off.

'All Aboard', a magical animated film, brings the tickets to life. Directed by Yves Geleyn from Hornet, it whisks viewers away on a flying train ride across the state, and features an updated rendition of the timeless song, 'Autumn in New York'. Autumn always renews a love of New York, and the ticket launch corresponds with this moment inspiring New York pride.

The campaign will be carried across TV, radio, OOH, print, social and other digital executions 24th September through 15th November.