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New York Lottery
CAN YOU IMAGINE?
What would you do if you won the lottery?
The first repositioning campaign for the brand in over a decade. The platform taps into the most relatable moment of playing the lottery: When we hold a ticket in our hand and let our imaginations run wild, dreaming of all the things we could do with the winnings.
New Yorkers don't dream like everyone else.
So, we worked with a photographer to bring some uniquely New York dreams to life.
We contexualized the brand everywhere New Yorkers were already imagining.
And showed up in some unexpected places.
We also confused everyone in SoHo.
And helped New Yorkers imagine with a stunt on Billionaires' Row.
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