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The New York Lottery campaign adorably illustrates the tag line, “Multiply your money.” It does this through cute piggy bank characters living life to the fullest. Although some might deem that statement to refer to extravagant trips and daring escapades, especially when it comes to lottery campaigns, in this case it touches on daily life and love.
Conceived and executed by the DDB branch based in New York City, the New York Lottery campaign shows two piggy banks falling in love in one ad and having babies in the next, which ties in neatly with the tag line. The ad campaign was creatively art directed by Diego Fonseca with creative direction by Rich Sharp, Mike Sullivan, Carlos Wigle and Aron Fried.