A new campaign for the New York Lottery created by DDB New York makes the inexpensive Holiday Magic scratch-off game a popular gift this holiday season.
To kick off the campaign, DDB New York created a TV spot that takes a satirical spin on the tension of office workers during a Secret Santa gift swap, positioning the New York Lottery Holiday Magic scratch-off as the jealousy-inducing, highly covetable (and possibly over-the-spend-limit) gift in the office. An easy-to-purchase – even at the last minute – gift, the spot stresses that the payoff from such a gift could be exponentially larger than the actual purchase price.
DDB New York also created five custom bus shelter holiday light installations to be showcased throughout the city, all celebrating the spirit of gift giving during the holiday season. From November 26, language such as “Miracle in the Bodega on 34th Street” and “Light up Someone’s Holiday” will be written out using 1,800 bulbs, and will be located on 34th St. between 2nd & 3rd Ave, 3rd Ave between 44th and 45th, 23rd St. between Park and Madison, Broadway between 70th and 69th and 86th St. between 1st and York.
These celebratory expressions are also viewable on print ads in outlets including AM New York, Metro, Daily News, The New York Post and Newsday and on digital banners on sites such as CBS.com, NYPost.com, Hulu and Pandora.
Watch the TV spot here.