Cannes Lions

Take 5 - Go For the Win

McCANN NEW YORK, New York / NEW YORK LOTTERY / 2018

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Description

Take 5 has the best odds of any New York Lottery game. So we created a spot that highlighted its winnability, by convincing people that playing Take 5 was a safe bet when compared to the alternative.

In this case, the alternative is an enemy army. Our story is set in medieval times, and opens as a knight gallops through the woods, racing back to a rag-tag group of knights. Our scout reports that the enemy army consists of about two, maybe three hundred thousand people. And they have catapults. And dragons. Faced with overwhelming odds, one of the of the knights just runs away in fear. The rest of the group then calmly chooses to “Go For the Win” and bail on the situation, by leaving to play Take 5 from the New York Lottery instead.

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