ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Craft in Online / Mobile / Copywriting for Digital
URL
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Annual ID
ADC_INT20_008B
About the Work
Black Titanium is the name of a Scratch-Off Game from the New York Lottery, which is probably the last thing you’d imagine. Because it sounds like the name of something way cooler. Like a heavy metal band. We knew people would be way more likely to care about an extreme new metal artist than a Scratch-Off Game. So we created a fake band called “Black Titanium” and put it on Spotify with a fake four-song EP. Then, we drove to that fake band via real Spotify artist ads and cryptic social posts. When listeners got to the band page, they learned “Black Titanium” wasn’t actually a band at all. And the songs weren’t real songs - they were musical ads for the real Black Titanium.
2020 Awards
Total Points: 10
Bronze Cube
Credits
Agency
McCann / New York
Client / Brand
New York Lottery / New York
Production Company
Sibling Rivalry / New York
Music / Sound Production Company
JSM Music / New York
Chief Creative Officer
Sean Bryan
Eric Silver
Joel Simon
Creative Director
Jason Ashlock
Dom Baccollo
Emily Salas
Tyler Gonerka
Executive Creative Director
Mat Bisher
Music Supervisor
Eric Johnson
Dan Gross
Producer
Nathy Aviram
Chance Bassett
Jamie Jou
Creative Team
Hailey Lawrence
Jack McNamara
Joanna Fillie
Janine Conway
Lauren Infante
Chen Longo
Wes Richardson
Cyprian Sadlon
Jeff Fiorello
Andrew Manning
Norm Felke
Becca Riter
Seamus Kilmartin
Nathanial Morgan
Jason Krebs
Account Team
Natalie Hernandez
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