You’d Make A Way Better Rich Person

The New York Lotto is the New York Lottery’s oldest draw game, and it has made more New Yorkers rich than any other. But compared to the outrageous jackpots of Powerball and Mega Millions, NY Lotto didn’t seem nearly as interesting. It needed to find a relevant message to capture the attention of jaded New Yorkers. So we tapped into a popular cultural narrative to put the New York Lotto in the conversation. And it worked, because you and I both know; you’d make a way better rich person.

Role: Writer + Lead Creative