New York Lottery

Win For Life Nana

Info

New York Lottery's Win For Life scratch off games keep paying winners for as long as they live. So, the longer you live the more you get paid.

To highlight this idea we created a digital campaign starring Nana, an overprotective grandmother archetype determined to keep you safe so you'd live a long time and keep making money.

Directly after liking Nana’s page on Facebook, you’d be shown a short video in which she urged you to let her ‘take a look at your profile.’ Once you granted permission Nana would start ‘looking around’ and the overprotection would begin. After a moment you’d land on a personalized page full of cautionary and nurturing comments from Nana, based recent Facebook activity of yours that she found unsafe. For the next few weeks you’d receive occasional messages from Nana, each with a short video featuring a tongue-in-cheek safety tip.

Credits

Associate Creative Director
Tony Bartolucci

Art Director
Michael Kushner

Copywriters
Luke Carmody, Daniel Paredes

Agency
DDB New York

Chief Creative Officer
Matt Eastwood

Executive Creative Director
Joe Cianciotto

Group Creative Director
Rich Sharp

Group Creative Director
Mike Sullivan

Director
Jonathan Klein

Head of Production
Ed Zazzera

Executive Producer
Heidi Baltzer

Production Company
O Positive