New York Lottery "You'd Make A Way Better Rich Person" Integrated Campaign

Everyone knows that the eccentric rich people of New York spend their money in ridiculous ways. They buy caviar that they forget to eat. They take baths in wine. They put their fists through Picassos just to see how it feels. And that’s why you’d make a way better rich person. Built around a 102-page printed field guide and a website that uses a fun multi-choice quiz to help visitors figure out exactly which rich person of New York they’d be most better than (if they were rich), this campaign illustrates the foibles of people who have lost all semblance of common sense because they simply have too much money. People you’d be way better than, if you were rich. Which you might become by playing New York Lotto.

Project Roles
Content Producer, Copywriter, Creative Director, Editor (Copy), Writer
New York Lottery
Comedy, Commercial, Conceptual, Content, Content Management, Copywriting, Creative Direction, Creative Research, Creative Strategy, Digital, Digital Tech, Game Design, Humor, Integrated, Interaction, Outdoor, Radio, Strategy, TV
2D Animations, Advertising, Billboards, Character Animations, Character Designs, Commercials - Broadcast, Commercials - Radio, Commercials - Video, Editorial Writings, Illustrations, Microsites, Social Media Content, Social Media Copy, User Flows, User Journeys, Websites
Project Industries
Advertising, Gaming, Government
New York Lottery "You'd Make A Way Better Rich Person" Integrated Campaign