“Meet the Multipliers“ New York Lottery’s Multiplier Scratch-Off Game 2022 Campaign
The New York Lottery’s X Series’ family of Scratch-Off tickets can multiply your win. So, to announce the X Series’ biggest ticket drop yet, we introduced New York to another family of winners: The Monteros. (A family who also likes to multiply their wins.) Then, multiplied the campaign 3X.

My Roles
Concept Development, Copywriting, Creative Direction

Project Recognition
Adweek, Shots, Ads of the World

The New York Lottery released these tickets in three phrases. So, because we’re gluttons for punishment, we decided to shoot and edit three different versions of the spot; produce three different radio ads; design three different OOH and print campaigns; and concept three different social activations and posts.

Each time someone saw or heard our ads over the three month run, they were slightly different.