“This is the first time the New York Lottery has won a North American Effie Award, and we are particularly proud of this accomplishment with our advertising partner McCann,” said Gardner Gurney, Director of the Division of the Lottery.

“eXTRA Chances is such a unique game for the Lottery that really leverages a consumer insight. So by tapping in to the exaggerated truth of what it’s like to get another chance, we can really find the humor in the emotion,” chief creative officer, Deb Hagan said, adding, “Telling the story this way forces you to be very particular about what’s in each shot. We had to find just the right pieces of the close ups to capture the story and the emotional journey of the hero.” The campaign also includes in-store POS, radio and digital spots.


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EL Congress 2015 in Oslo, Norway "Touch Tomorrow" Photo Collage

EL Congress 2015 - DAY 2 - PHOTOS in Oslo, Norway "Touch Tomorrow" Photo Collage

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