THE NEW YORK LOTTERY
You Keep Living
We Keep Paying
When you win Millionaire For Life from the New York Lottery, you get paid every year for the rest of your life.
But you can’t keep winning if you’re dead.
So we created ads with “helpful” “tips” to keep New Yorkers living and winning longer.
The Campaign
We created dozens of bespoke contextual assets that ran throughout the state of New York.
GROCERY STORES
BODEGAS
LINK NYC
CITIBIKE
PRINT - NEWSPAPER
