A $1.5 billion Powerball jackpot is a big deal. So we did this big lead up to the big Saturday night drawing. And we had zero money or time to pull it off. That’s why we created a war room for the client in Albany, sent teams to travel to 10 different cities in New York and hired a group of musicians to play an ongoing drumroll for 12 straight hours in front of bodegas and grocery stores. Oh yeah, and it was the coldest day of the year. In the end we pulled it off. Barely. And someone did end up winning the jackpot...in Florida.  

Client: New York Lottery
Agency: McCann New York 
Director: Us