Título | The Most Metal Scratch-Off |
Título (Lengua original) | Heavy Metal |
Brief | Black Titanium is a scratch-off game from the New York Lottery. But it sounds more like the name of a heavy metal band. The agency knew people would be way more likely to care about a new metal artist than a scratch-off game. So it created a fake band called “Black Titanium” and put it on Spotify with a fake four-song EP. Audiences were driven to the fake band via real Spotify artist ads and cryptic social posts. When listeners got to the band page, they learned “Black Titanium” wasn’t actually a band at all. And the songs weren’t real songs: they were musical ads for the Black Titanium game. |
Agencia | McCann New York |
Campaña | Black Titanium |
Anunciante | New York Lottery |
Marca | Black Titanium |
Posted | Noviembre 2019 |
Sector Empresarial | Lotería y juegos de azar |
Sinopsis | Black Titanium is the newest $30 Scratch-Off Game from the New York Lottery, with a top prize of $10,000,000 - one of the highest offered for this type of game. |
Medio | Branded Content |
Responsable de la creación | Eric Silver |
Responsable de la creación | Sean Bryan |
Responsable de la creación | Tom Murphy |
Executive Creative Director, EVP | Mat Bisher |
VP Group Creative Director | Jason Ashlock |
VP Group Creative Director | Dominick Baccollo |
Director creativo | Emily Salas |
Director creativo | Tyler Gonerka |
Jr. Art Director | Hailey Lawrence |
Jr. Copywriter | Jack McNamara |
Chief Production Officer | Nathy Aviram |
VP / Executive Producer | Chance Bassett |
SVP Executive Integrated Music Producer | Eric David Johnson |
Music Producer | Dan Gross |
Music Business Manager | Jamie Jou |
Business Manager | Natalie Hernandez |
EVP Executive Account Director | Scot Beck |
VP Account Director | Caroline Fuller |
Jefe de cuentas | Molly Vossler |
Ejecutivo de cuentas | Ellery Gitkin |
Ejecutivo de cuentas | Carolyn Martin |
Assistant Account Executive | Jessica Foster |
VP Strategy Director | Laura Frank |
VP Communication Planning Director | Michael Goldstein |
Director de proyectos | Michael Gonzalez |
Productora | Arts & Sciences |
Realizador | Matt Aselton |
Productor ejecutivo | John Benson |
Productor | Zoe Odlum |
Production Supervisor | Tracy Zukowski |
Director de fotografía | Darren Lew |
Jefe de decorados | Mark Newell |
Montaje | Mackcut |
Montador | Gavin Cutler |
Editorial Executive Producer | Gina Pagano |
Assistant Editor | Alyce Muhammad |
Producción musical | Future Perfect Music |
Audio Post Production | Mackcut |
Mix | Sam Shaffer |
VFX Company | Framestore |
VFX Executive Producer | Sarah Hiddlestone |
Colorista | Tim Masick |
Sound Company / Music Company | JSM Music |
Music CEO/CCO | Joel Simon |
Executive Producer, Music | Jeff Fiorello |
Music Producer | Norm Felker |
Music Producer | Andrew Manning |
Compositor de música | Joel Simon |
Compositor de música | Becca Riter |
Compositor de música | Seamus Kilmartin |
Compositor de música | Nathanial Morgan |
Compositor de música | Jason Krebs |