New York Lottery Invites You to Meet a New Breed of Scratch-Off Game

Get your dog paws ready. The New York Lottery is launching the new $1,000,000 Lucky Dog Scratch-Off Series. McCann New York helped develop and create both the product and the campaign, which asks the question, how would your dog spend a million dollars?

The tickets themselves are elegantly designed with bright colours and twelve different dogs begging to be scratched. The campaign launches on National Pet Day (April 11th) with a spot called, 'Road Dogs.' Directed by JJ Adler of Ruckus, the piece features a pack of dogs hitting the road in winning style. It leans into the joy that every dog feels when they stick their head out of a car window. But in this case, the car is a limousine. Delightfully shot, it’s full of wind-swept hair, flopping tongues, and a little bit of drool.

Local dog influencer @HudsonBeGood will be playing along, encouraging New Yorkers to share pictures of their dogs on Facebook and Instagram for the New York Lottery’s Daily Doggo Photo Challenge where players can participate from April 11th – April 17th.

The campaign continues on May 18th, with the release of Doggy Tracks. We’ll be releasing an original song created using the sounds that dogs love. It features sounds like wind chimes, squeaky toys, bird chirps, and more, remixed for dogs and hoomans alike. Doggy Tracks will drop as a music video directed by Juan Zuleta. Dog influencer @marleyinnyc will also be spreading the word and encouraging New Yorkers to submit reaction videos of their dogs listening to the track.

Follow the campaign using #NYLuckyDog and www.nyluckydog.com. It will be carried across TV, radio, OOH, print, social, and other digital executions April 7 through June 5.