New York Lottery

The Lucky Dog Scratch-Off Series is calling New Yorkers and their pets to get their paws on $1,000,000. This campaign puts doggos front and center as winners and celebrates the ridiculous things they would do with a whole lot of cash. Directed by J.J. Adler, this film tells the story of some classy mother puppers on a joy ride through the streets of New York.

Agency: McCann

CW: Sarah Wagner  |  ACD: Noah Benezra  |  ECD: Jason Ashlock |  ECD: Dom Baccollo  |  Director: J.J. Adler.

TVC

“Wanna go for a walk” case study

We continued to ask ourselves what would dogs do with $1,000,000? We knew people liked to play music for their dogs, and based on countless internet memes… we knew dogs liked it. So, we decided to make a hip-hop track that dogs and their hoomans could enjoy together. We released a track on Spotify using all the sounds that dogs love, from doorbells to squeaky toys. “The Lucky Doggos” had tails waggin’.

MUSIC VIDEO

No hit single gets released without a music video to accompany it. We released a hip-hop inspired video putting “The Lucky Doggos” in the spotlight. We released it on social, asking viewers to play the track for their dog and submit their reaction.