DDB is bringing some remarkably intricate holiday cheer to that most moribund of public spaces—the lonely New York City bus shelter—as part of a new seasonal campaign for the New York Lottery. Five bus shelters in NYC will feel like they themselves won the lottery, as they're being festooned with holiday light installations—each comprised of 1,800 colored lightbulbs, which spell out holiday messages in curving script. "Miracle (at the Bodega) on 34th St.," reads one. "Happy Holidays in an Instant," says another. The campaign, which aims to make the client's Holiday Magic game a popular gift this holiday, includes print and digital versions of the displays, as well as a TV spot set in an office, where one of the scratch-off tickets is the most jealously coveted item bestowed. (Apparently no one got an HBO box set.) The TV, print and digital ads launched on Monday. The bus-shelter installations go up next Monday—on 34th Street between Second and Third Avenues, on Third Avenue between 44th and 45th Streets, on 23rd Street between Park and Madison Avenues, on Broadway between 69th and 70th Streets, and on 86th Street between First and York Avenues. More images below.
CREDITS
Client: New York Lottery
Agency: DDB, New York
Chief Creative Officer: Matt Eastwood
Group Creative Directors: Rich Sharp, Mike Sullivan
Art Director (TV Spot Only): Michael Kushner
Associate Creative Directors (OOH/Digital Only): Tony Bartolucci, Colin Lapin
Executive Creative Director, Head of Art (OOH Only): Menno Kluin
Designer: Juan Carlos Pagan
Typographer: Sean Freeman
Head of Production (TV Spot Only): Ed Zazzera
Executive Producer (TV Spot Only): Teri Altman
Print Producer (OOH Only): Christie Dwyer
Project Manager: Julie Evcimen
Group Account Director: Leo Mamorsky
Management Supervisor: Kelly Gorsky
Account Supervisor: Heather Olson
Account Executives: Kemi Adewumi, Tarina Hesaltine
