ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, 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.
Category
Branding / Branding Systems / Identities - Print
Annual ID
ADC101_BCD052M
About the Work
The mission of the New York Lottery (NYL) is to help fund education across New York. The state relies heavily on NYL for financial support. But in early 2020 New York was one of the epicenters of the COVID-19 crisis and NYL faced rapidly declining sales. Fewer people commuting to work and shopping meant fewer people buying our products. Sales—and thus revenue for New York State—were declining. But as New York began easing restrictions, NYL needed to put their foot back on the gas pedal to drive sales.
The idea was to turn the act of playing a Scratch-Off into an act of state pride. We emblazoned five ticket faces with iconic scenes from around the state. We named the tickets, “The New York Series.” Buying one, meant New Yorkers were getting a piece of the state and investing in its renewal.
New Yorkers’ unprecedented love for their state deserved unprecedented design. The conventional rules are to make the tickets loud, colorful and gaudy. We threw out the rules and partnered with a New York artist to create a more artful Scratch-Off, designed to stand out in retail environments that are cluttered and overly colorful.
Each ticket represented a famous icon or majestic region from New York State. A New York artist hand-drew each ticket, from the typography to the landscapes, and even included diverse representations of New York’s population.
The idea was to turn the act of playing a Scratch-Off into an act of state pride. We emblazoned five ticket faces with iconic scenes from around the state. We named the tickets, “The New York Series.” Buying one, meant New Yorkers were getting a piece of the state and investing in its renewal.
New Yorkers’ unprecedented love for their state deserved unprecedented design. The conventional rules are to make the tickets loud, colorful and gaudy. We threw out the rules and partnered with a New York artist to create a more artful Scratch-Off, designed to stand out in retail environments that are cluttered and overly colorful.
Each ticket represented a famous icon or majestic region from New York State. A New York artist hand-drew each ticket, from the typography to the landscapes, and even included diverse representations of New York’s population.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
McCann / New York
Creative Director
Emily Salas
Tyler Gonerka
Producer
Mackenzie Reif
Account Director
Molly Vossler
Account Executive
Carolyn Martin
Chief Production Officer
Nathy Aviram
Project Manager
Michael Gonzalez
Senior Art Director
Antony Rush
SVP Group Account Director
Caroline Fuller
Associate Director, Social Strategy
Grace Freeman
Business Manager
Natalie Hernandez
Business Manager Music
Jamie Jou
Co-Chief Creative Officer McCann North America
Sean Bryan
Tom Murphy
Community Manager
Jordana Judson
EVP, Executive Account Director
Nikki Maizel
EVP, Executive Creative Director
Mat Bisher
North American Chief Creative Officer
Eric Silver
Senior Writer
Noah Benezra
SVP Executive Integrated Producer
Andrea Kaye
SVP Executive Music Producer
Eric Johnson
SVP, Group Creative Director
Jason Ashlock
Dominick Baccollo
SVP, Group Strategy Director
Laura Frank
Ticket Artist
Mister Vi
VP, Strategy Director
Emily Brown
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