The New York Lottery help multiply that winning feeling

Agency McCann New York and New York Lottery just launched their latest work for the annual Bonus X scratch off games.

For this year’s games, McCann New York built a Time Machine that allows you to relive the feeling of winning over and over again, because with Multiplier you have the chance to multiply winnings by up to 50 times in January and an astounding 100 times in February.

The spot was directed by Kenny Herzog who introduces a fresh perspective to the annual Multiplier campaign by highlighting the 'Bonus Games' feature. This creative twist spotlights the potential for bigger wins and brings to life the player's experience of making each scratch-off ticket even more rewarding.

New York Lottery – Bonus X Office Project – January

Credits

Agency McCann/New York
Production Company O Positive
Director Kenny Herzog

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Credits

Agency McCann/New York
Production Company O Positive
Director Kenny Herzog
Editing Cosmo Street/New York
Post Production Method Studios/New York
Color Company 3/New York
Sound Heard City
Sound Design Midnight Snack (In House at Heard City)

Chief Creative Officer Shayne Millington
Junior Art Director Ashlyn Elggren
Junior Copywriter Blythe Broadbin
Chief Production Officer (HP) Joe Calabrese
Senior Producer Halley Zubin
Associate Creative Director Francisca Del Basto
Copywriter Cesar Davila
Global Executive Creative Director Pete Johnson

Group Creative Director Danny Price
Executive Producer Ralph Laucella
Executive Producer Marc Grill
Executive Producer Ken Licata
Head of Production Devon Clark
Line Producer Jason Reda
Production Designer Julian Laverdiere
DP Darren Lew

Editor Tom Scherma
Producer Colby Eaton
Head of Production Anne Lai
Head of Production Luiza Naritomi
Executive Producer Maura Woodward
Executive Producer Hayley Wallach
Producer Kyle Fader
Producer Annabelle Cuthbert

VFX Supervisor Rob Walker / (Creative Director)
Colorist Joseph Bicknell
Producer Casey Koster
Sound Designer Eric Warzecha
Sound Designer Daniel Irizarry
Sound Designer T Terressa Tate
Executive Producer Liana Rosenberg
Senior Producer B Munoz

Senior Producer Nick Duvarney
Producer Dylan Stetson
Managing Partner Gloria Pitagorsky

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Winning the lottery is an unparalleled thrill, but what if you could amplify that joy multiple times over? Enter the New York Lottery’s Bonus-X Scratch-Off Games, where players have the chance to multiply their winnings by up to 50 times in January and an astounding 100 times in February. This year’s campaign by McCann New York highlights the 'Bonus Games' an exciting feature that adds even more opportunities to win big. The only drawback? The fleeting nature of that winning moment, which leaves players yearning to relive the exhilaration again and again. With Bonus-X, the New York Lottery not only enhances the excitement of playing but also redefines what it means to win.

The work can be seen on TV, OLV, OOH, radio, print and in digital coverage across all of New York State, and will be brought to life further with influencer partners, like NewYorkNico.

“The new Bonus-X tickets let you multiply your winnings up to 100 times, so it’s like winning the lottery over and over again. In our latest ad, our hero sets out to relive the incredible feeling of multiplying his wins by building a time machine made out of common office supplies right in the middle of his office.” said Danny Price, SVP Group Creative Director and Jacopo Biorcio, SVP Group Creative Director