Around the world, cash is characterized by glitter, sparkle and shine. From Las Vegas casinos to Hollywood parties and even state lottery tickets. But New York is characterized by architecture, humanity, and natural beauty. So we set out to prove you don’t need flash to sell the idea of cash. 

We partnered with a storied visual artist to celebrate the picturesque beauty that makes New York state great. He worked in painstaking detail over several months to create five unique, beautiful, scratchable pieces of art. Instead of glitz and glam, we went the opposite direction, sketching out meticulous black-and-white illustrations of New York’s most majestic landscapes. 

We sold them against other classic New York backdrops – bodegas, street carts and corner stores. And showed that in a sea of chaotic busyness, art sells.

guy-w-intertub

Case Study

Barrel

Ticket designs

Upside-Down-Canoe
Tickets-1

Each of the tickets were designed to embrace different iconic areas of the state of New York. Because each was bespoke they all came with various personalized easter eggs from everyone working on the project. 

This one of the Adirondacks has my grandpa fishing on the lake. 

Lawn-Chairs
Adirondack
coney-island

Good 'ole Coney Island. Legally, it isn't Coney Island, it's just some arbitrary fair that happens to be near a beach with a boardwalk. But I was able to sneak in the Ariel who is a native New Yorker.

Unbrella-Sunbathing

The Brooklyn Bridge is nearly as iconic to New York as the skyline. If you look closely you can see my neighbor's cat chillin' in the window looking at the homeless person throwing their shoe at Chase. 

water-towers
Brooklyn-Bridge
FingerLakes

The Finger Lakes were an important region that the New York Lottery wanted to capture. While they have a lot of things that are fun to do in that area, we can't really highlight many of them since the lottery is a governed entity, so it's just... highly implied. 

Hot-Air-Balloon

Arguably my favorite part of New York is Niagara Falls. Sure, the more beautiful side is on the Canadian side, but if anyone was going to go over the side of the falls in a barrel it would be American. So I have my wife and I taking it all in.   

Birds
Niagara

TV

Bicyclist

OOH

Mermaid
NYL_NYS_Brooklyn_Bridge_3600-copy-wheadline
NYL_NYS_Niagara_Falls_3600-copy-headline
Whiteface Mountain, Adirondacks, New York
NYL_NYS_Finger_Lakes_3600-copy-w-headline
Whiteface Mountain, Adirondacks, New York
DSC00050
DSC00048
Railing
Back to top Arrow
View