• by Fern Siegel , 7 hours ago

The New York Lottery just kicked off a brand platform and campaign: “Can You Imagine?"

The creative by McCann New York is geared to younger demographics, complete with a new logo and tag. The work is the brand’s first major campaign in nearly a decade.

The new “Imagine” tag connects all options, including Scratch-Offs and Draw Games.

The campaign runs across TV, OLV, radio, streaming audio, OOH, print, digital, social, retail and sponsorships, with a city presence across transit and large-scale placements.

Two 30-second spots are directed by the award-winning duo Los Perez (Biscuit) and complemented by nine photographs by Todd Antony.

Chief Creative Officer, North America: Britt Nolan, told Agency Daily: "We built a visually distinctive identity and playful, surreal content meant to capture a mental shift where an everyday moment suddenly tilts into possibility.”

McCann New York's roster includes Xbox, Chevrolet and Mastercard.

Annual gross sales for the New York Lottery are an estimated $10 billion. Net revenue is legally mandated to support public K-12 education in the state.