New York Lottery - "Dont Play With Fire" by PHNX Awards 2020
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| Title | Dont Play With Fire |
| Agency | McCann New York |
| Campaign | The Most Metal Scratch-Off |
| Advertiser | New York Lottery |
| Brand | New York Lottery |
| Date of First Broadcast/Publication | 2019 / 9 |
| Product | Black Titanium Ticket |
| Story | Black Titanium is the name of a Scratch-Off Game from the New York Lottery, which is probably the last thing you’d imagine. Because it sounds like the name of something way cooler. Like a heavy metal band. We knew people would be way more likely to care about an extreme new metal artist than a Scratch-Off Game. So we created a fake band called “Black Titanium” and put it on Spotify with a fake four-song EP. Then, we drove to that fake band via real Spotify artist ads and cryptic social posts. When listeners got to the band page, they learned “Black Titanium” wasn’t actually a band at all. And the songs weren’t real songs - they were musical ads for the real Black Titanium. |
| Length | |
| North American Chief Creative Officer | Eric Silver |
| McCann New York Chief Creative Officers | Sean Bryan & Tom Murphy |
| EVP Executive Creative Director | Mat Bisher |
| VP Group Creative Director | Jason Ashlock |
| VP Group Creative Director | Dominick Baccollo |
| Creative Director | Emily Salas |
| Creative Director | Tyler Gonerka |
| Junior Art Director | Hailey Lawrence |
| Junior Copywriter | Jack McNamara |
| Chief Production Officer | Nathy Aviram |
| VP Executive Producer | Chance Bassett |
| Music Producer | Eric Johnson - SVP |
| Music Producer | Dan Gross |
| Music Business Manager | Jamie Jou |
| Business Manager | Natalie Hernandez |
| EVP Executive Account Director | Scot Beck |
| VP Account Director | Caroline Fuller |
| Account Supervisor | Molly Vossler |
| Account Executive | Ellery Gitkin |
| Account Executive | Carolyn Martin |
| Assistant Account Executive | Jessica Foster |
| VP Strategy Director | Laura Frank |
| VP Communications Planning Director | Michael Goldstein |
| Project Manager | Michael Gonzalez |
| Exec Producer | Joanna Fillie |
| Producer | Janine Conway |
| Senior Art Director | Lauren Infante |
| Animator | Chen Longo |
| Animator | Wes Richardson |
| Animator | Cyprian Sadlon |
| CEO/CCO | Joel Simon |
| Exec. Producer | Jeff Fiorello |
| Producers | Andrew Manning/Norm Felke |
| Composer | Joel Simon |
| Composer | Becca Riter |
| Composer | Seamus Kilmartin |
| Composer | Nathanial Morgan |
| Composer | Jason Krebs |
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