Black Titanium - "The Most Metal Scratch-Off"

McCann New York

McCann New York New York, Estados Unidos

Premios

19737

Marca: Black Titanium
País: Estados Unidos

Anunciante: New York Lottery

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