New York Lottery Design & Branding MOTHER'S DAY by DDB New York


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Industry Lottery & Gambling
Media Design & Branding
Market United States
Agency DDB New York
Executive Creative Director Menno Kluin
Account Supervisor Leo Mamorsky
Released April 2011

Credits & Description

Category: Advertising Typography
Product/Service: MOTHER'S DAY
Date of First Appearance: Apr 25 2011
Entrant Company: DDB NEW YORK, USA
Chief Creative Officer: Matt Eastwood (DDB New York)
Executive Creative Director: Menno Kluin (DDB New York)
Group Creative Director: Rich Sharp (DDB New York)
Group Creative Director/Copywriter: Lisa Rettig-Falcone (DDB New York)
Group Creative Director/Art Director: Steve Kashtan (DDB New York)
Illustrator/Typographer: Jessica Hische
Art Buyer: Carol Brandwein (DDB New York)
Account Supervisor: Leo Mamorsky (DDB New York)
Account Manager: Lauren Solomon (DDB New York)
Media placement: Poster - Phone Kiosks - 25 April 2011

Describe the brief from the client
Sell the Mother’s Day instant scratch-off game as the perfect add-on to a gift or card in posters and print.

Describe the challenges and key objectives
Mother’s Day is a time of marketing overload, so we really had to do something that stood out. Our job was to reach “kids” 18 years of age or older who are eligible to buy lottery tickets, but might not have otherwise thought of this great greeting card addition.

Describe how you arrived at the final design
Rather than rely on traditional Mother's Day imagery and risk getting lost in the sea of holiday communications, we decided to make type design the visual idea. We delivered unexpected headlines while incorporating as much humour, detail and visual charm as possible to convey the theme “Pay her back. No, really. Pay her back.”

Give some indication of how successful the outcome was in the market
The Mothers day sales aren't done yet, but we are on track to beat last years results. More importantly, the NY Lottery felt that they had a campaign that really connected with their consumers in a fun and new way.