After nearly 15 years, we relaunched the iconic New York Lottery brand around a simple truth: nobody dreams bigger than New Yorkers.
This brand shift is all about embracing that moment after you buy a lottery ticket and start imagining “what if…”
Across New York State, we placed “Can You Imagine?” wherever luxury naturally gets people’s imagination going.
We then created a bank of campaign images bringing New Yorkers' big and small dreams to life.
in Soho, we brought one New Yorkers’ delightfully specific lottery dream to life at a scale impossible to ignore.
