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Tim Min/Sherman Winfield, art directors
Tali Gumbiner/Andy Sciamanna, writers
Raphael Milczarek, creative director
Mat Bisher/Grant Smith, executive creative directors
Sean Bryan/Tom Murphy/Eric Silver, chief creative officers
Andrew Rae, illustrator
Caitlin Bishop/Alexandra Butler, strategic planners
Kenny Gold, strategist
Katie Henry/Augie Praley/Sebastian Savino, integrated producers
Bryan Litman, senior producer
Nathy Aviram, executive producer
Steve Marchione, project manager
McCann New York, ad agency
New York Lottery, client

“New Yorkers love playing the lottery, but sometimes they forget to check their tickets. Last year alone, the New York Lottery had $61 million in unclaimed prizes. This is a problem because winners are the best encouragement for others to play. We helped remind people to check their tickets by searching for one missing winner whose $7 million unclaimed jackpot was about to expire. There wasn’t time to make anything big—instead, we did something quite small. We posted fliers around town featuring a hand-drawn stick figure with the headline ‘Is This You?’ As silly as it may seem, the flier was carefully crafted to show people that the missing winner really could be anyone—just like our stick figure. New Yorkers started checking to see if they were $7 million richer. The story caught on, and in the end, this simple flier generated $12 million in earned media within 48 hours. Not bad for some paper and tape.”


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