You have a 1 in a billion chance of winning an NBA title. And a 1 in six-gazillion chance of winning a Grammy. But Take 5 from The New York Lottery gives you a 1 in 9 chance of winning money. And that’s not bad. We created a campaign that demonstrates how winnable Take 5 is when compared to epically un-winnable situations and got people realizing that the dream of winning the lottery isn’t as far fetched as you think. 
 

Client: New York Lottery
Agency: McCann New York 
Director: Tom Kuntz