Titre | The Most Metal Scratch-Off |
Titre (langue originale) | 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. |
Agence | McCann New York |
Campagne | Black Titanium |
Annonceur | New York Lottery |
Marque | Black Titanium |
Mise en ligne | Novembre 2019 |
Secteur d'activité | Loterie, PMU et jeux d'argent |
Synopsis | 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. |
Type de média | Brand Content |
Responsable de la création | Eric Silver |
Responsable de la création | Sean Bryan |
Responsable de la création | Tom Murphy |
Executive Creative Director, EVP | Mat Bisher |
VP Group Creative Director | Jason Ashlock |
VP Group Creative Director | Dominick Baccollo |
Directeur de création | Emily Salas |
Directeur de création | 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 |
Producteur musical | Dan Gross |
Music Business Manager | Jamie Jou |
Business Manager | Natalie Hernandez |
EVP Executive Account Director | Scot Beck |
VP Account Director | Caroline Fuller |
Chef de groupe | Molly Vossler |
Chef de groupe | Ellery Gitkin |
Chef de groupe | Carolyn Martin |
Assistant Account Executive | Jessica Foster |
VP Strategy Director | Laura Frank |
VP Communication Planning Director | Michael Goldstein |
Chef de projet | Michael Gonzalez |
Maison de production | Arts & Sciences |
Réalisateur | Matt Aselton |
Producteur exécutif | John Benson |
Producteur | Zoe Odlum |
Production Supervisor | Tracy Zukowski |
Directeur de la photo | Darren Lew |
Chef décorateur | Mark Newell |
Montage | Mackcut |
Monteur | Gavin Cutler |
Editorial Executive Producer | Gina Pagano |
Assistant Monteur | Alyce Muhammad |
Maison de production | Future Perfect Music |
Post-Production audio | Mackcut |
Mix | Sam Shaffer |
VFX Company | Framestore |
VFX Executive Producer | Sarah Hiddlestone |
Coloriste | Tim Masick |
Sound Company / Music Company | JSM Music |
Music CEO/CCO | Joel Simon |
Executive Producer, Music | Jeff Fiorello |
Producteur musical | Norm Felker |
Producteur musical | Andrew Manning |
Compositeur de musique | Joel Simon |
Compositeur de musique | Becca Riter |
Compositeur de musique | Seamus Kilmartin |
Compositeur de musique | Nathanial Morgan |
Compositeur de musique | Jason Krebs |