2009 BRONZE

GOVERNMENT, INSTITUTIONAL & RECRUITMENT

EVERYBODY WANTS A LITTLE BIT OF LUCK

NEW YORK LOTTERY , NEW YORK LOTTERY

Gordon Medenica, Dir.-Lottery
Randall Lex, Dir.-Mktg. & Sales
Debbie Myers, Co-Dir.-Advt.
Debbie Hewitt, Co-Dir.-Advt.

DDB NEW YORK

Lee Garfinkel, Chrmn.-CCO
John Russo, Exec. Creative Dir.
Joe Cianciotto, Exec. Creative Dir.
Scott Grayson, Creative Dir.
Rich Sharp, Creative Dir.
Leo Mamorsky, Group Acct. Dir.

OMD

The New York Lottery needed to revive a steady decline of sales of the Take 5 game, one that had inconsistent support and a dated unappealing image. Furthermore, the game was positioned against more modern, technologically advanced and enticing competitors. The challenge was to convince people that luck was not only possible, it was probable because with Take 5 they had 1-in-9 odds to win. This was accomplished by creating a miniature little-bit-of-luck character, a ubiquitous mascot for winning. The result: over-delivery of sales and playership goals.