ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 101st 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.

2022 ADC Awards - Illustration

The New York Series State of Art

Agency McCann / New York

Client New York Lottery

Category

Promotional / Collateral / Series

Annual ID

ADC101_ILT039B

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.

2022 Awards

Total Points: 9

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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