Cannes Lions

The Most Metal Scratch-Off: Hot Cash

McCANN , New York / New York Lottery / 2020

Case Film
Supporting Content
MP3 Original Language

Overview

Entries

Credits

Overview

Execution

To promote the New York Lottery’s new Black Titanium Scratch-Off Game, we created a fake band called “Black Titanium” and put them on Spotify, along with their fake debut album. But the songs were actually musical ads for the New York Lottery. The songs were written, recorded and produced to be authentic heavy metal. The leading single, “Hot Cash” was crafted to get listeners hyped for the Black Titanium ticket while taking them through a heavy metal-fueled journey that would hopefully leave them moshing on top of a giant pile of money.