There’s something delicious coming to New York Lottery retailers. It’s a new Scratch-Off Game called BACON! To launch the new ticket, McCann New York cooked up a campaign that pays homage to everyone’s favorite food. The smokey, salty smell of bacon is calling New Yorkers to Wake Up and Smell the Win.
The centerpiece of the campaign is an enchanting spot called, “Early Riser.” Directed by Conor Byrne from Mssng Peces, it tells the story of a New Yorker who is magically awoken and carried through the air, out of his home, and through the streets by a mouthwatering aroma. Spoiler alert, it’s Bacon! It was shot all in-camera both in studio and on location in New York, using a specialized rig to ensure the hero character was always being led by his nose towards the source of that sweet bacon smell.
The campaign is being supported with a promotion across the New York Lottery’s social and digital channels. Fans are invited to Wake Up and Smell the Prizes by signing up for early morning prize alerts delivered to their email inbox every morning during October. The 30 earliest risers to check NYLBacon.com will be awarded with weekly Bacon Boxes filled with bacon-themed items ranging from frying bans to bacon air-fresheners—and they’ll be entered for a chance to win the $10,000 grand prize.
The Wake Up and Smell the Win campaign will live across TV, online, social, a digital experience, e-newsletter, retail, radio, OOH, print, and direct mail executions from September 7th, 2021 to October 31st, 2021. The Bacon! promotion runs from September 29th to October 30th, 2021.
YouTube: https://www.youtube.com/watch?v=KDRhKfG63tY
Bacon! Promotion: NYLBacon.com
Other credits
Bacon! Production
Creative
McCann New York
Sean Bryan & Tom Murphy – North American Chief Creative Officers
Mat Bisher – EVP, Executive Creative Director
Jason Ashlock – SVP, Group Creative Director
Dominick Baccollo – SVP, Group Creative Director
Noah Benezra – Senior Writer
Antony Rush – Senior Art Director
Production
McCann New York
Nathy Aviram – Chief Production Officer
Aaron Kovan – EVP, Chief Production Officer NY
Donna McCracken – SVP, Executive Producer
Chance Bassett – VP, Executive Producer
Katie Boyko – Senior Producer
Kelly Krincek – Junior Producer
Natalie Hernandez – Business Manager
Eric Johnson – SVP, Executive Music Producer
Jamie Jou – Business Manager Music
Account
McCann New York
Nikki Maizel – EVP, Executive Account Director
Caroline Fuller – SVP, Group Account Director
Hanna Cannell – Account Supervisor
Christina Harman – Senior Account Executive
Strategy
McCann New York
Laura Frank – SVP, Group Strategy Director
Emily Brown – VP, Strategy Director
Grace Freeman – Senior Social Strategist
Rebecca Krevat – Social Strategist
Jordana Judson – Community Manager
Project Management
Connor Byrne – Senior Project Manager
Katie Landkamer – Project Manager
Production Company
Mssng Peces
Conor Byrne – Director
Tyler Byrne – Producer
Ari Kuschnir – Managing Partner, Founder
Kate Oppenheim – Managing Partner
Brian Latt – Managing Partner
Dave Saltzman – Executive Producer, Partner
Edward Grann – Executive Producer
Rebecca Davis – Head of Production
Production
Cosmo Street
Craig Deardorff – Editor
Maura Woodward – Executive Producer
Anne Lai – Head of Production
Amanda Slamin – Senior Producer
Rob Sayers – Mix at Sound Lounge
VFX House – Ntropic
Head of Production – Veronica Ware
Sarah Steinbach – VFX Producer
Charles Quinn – VFX Supervisor, Lead Compositor
Ariana Kolitsopoulos – Compositor
Ralph Scaglione – Compositor
Björn Ahlstedt – FX, Motion
Color Executive Producer – Will Mok
Music
Song – Kitten Love
Album – Pets & Compagnie
Artist – APM Music
Composer – Julien Vega
Publishing – Cezame Metro Park
Audio
HoneyMix
Matt Harrington – VO Artist, English and Spanish
Cornell Womack – AVO Artist, English
Frank Rodriguez – AVO Artist, Spanish
Bacon! Promotion
Christine Lane, SVP Executive Director
Eric Shober, Executive Producer
Mark Deradorian-Delia, Senior Producer
Diane Knarr, Sr. Technical Digital Producer
Charlotte Popper, Digital Producer
Megan Ohr, UI Designer
Annie Panousopoulos, UX Architect
Anthony Pelkey, Digital Account Executive
Craft
Jan Cruz, Tech Lead - Web Apps
Rich Goldstein, Executive Digital Producer
Alex Woods, Digital Producer
Mario Villaquiran, Production Coordinator
Gerson Mejia, Developer
Faiza Islam, Senior QA Engineer
Puneet Oberoi, QA Engineer
Shawn Fisher, QA Engineer
