New York Lottery's Powerball

What Kind of Rich Will You Be?


When New York Lottery's Powerball doubled it's starting jackpots from $20 million to $40 million, winners would be the kind of rich where money was no object. The Lottery needed a campaign to help inspire the imaginations of New Yorkers and drive ticket sales.

After launching the "Yeah, that kind of rich." campaign, which included TV spots, photographic posters, and a typographic headline campaign, there was one thing missing: a digital element.

We wanted to stick to the formula of winners enjoying their usual passions, but in a much bigger way. So we created a series of 30 fictional magazines based on everyday hobbies and filled them with extraordinary cover stories and features. Users could connect to Facebook and populate the covers with their own name and photos, then share them via social media channels.


Associate Creative Director (Art)
Tony Bartolucci

Associate Creative Director (Copy)
Colin Lapin

DDB New York

Chief Creative Officer
Matt Eastwood

Executive Creative Director
Joe Cianciotto

Group Creative Director
Rich Sharp

Group Creative Director
Mike Sullivan

Art Directors
Rachel Newell, Mario Azzi, Diego Rionda, Shawna Laken

Jeff Scardino, Katie Riddle

Carina Alves