The Post-COVID lockdown holidays are a tough one to navigate for any brand, but especially hard for one so deeply rooted in the bright lights and fanfare of New York. The lottery needed a way to welcome people back and remind New Yorkers what makes the Season so special in the first place. Oh, and we had to sell some scratch-offs in the process, too.
No place shines brighter.
The truth is, as anyone who’s lived there or visited will tell you, no place shines brighter than New York during the holidays. This spot was an ode to the lights, both blaring and intimate, around the state that make it home.
