The Most Metal Scratch-Off — JACK MCNAMARA

For the $10,000,000 Scratch-Off Game called Black Titanium, we had a thought:
That’s the most metal name ever.

So we went with that thought and created a heavy metal album we could put on Spotify.

It was a huge hit, so we also got to make the most metal case study of all time.

There’s also the TV spot, which I love.

AWARDS

One Show (Two silver, one bronze, four merit), Clio (Silver, four bronze, two shortlist), ADC, Epica, Cannes (shortlist)

Press:

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‘The New York Lottery made actual heavy metal tracks for a Scratch-Off Game with a confusing name’ - AdAge, ‘Tuesday Morning Stir’ - AdWeek / AgencySpy, ‘New York Lottery Drops Heavy Metal Album on Spotify, and it’s Actually Good’ - Campaign US, ‘The New York Lottery Created a Fake Heavy Metal Band and Released an EP on Spotify’ - Muse by Clio, The Drum, ‘This Amusing NY Lottery Ad Imagines a Heavy Metal Band with Heavy Metal Instruments’ - Little Black Book

Credits:
Agency: McCann NY
Art Director: Hailey Lawrence
Creative Directors: Emily Salas and Tyler Gonerka