Black Titanium - "The Most Metal Scratch-Off"

McCann New York

McCann New York New York, Etats-Unis

Awards

19743

Marque: Black Titanium
Pays: Etats-Unis

Annonceur: New York Lottery

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