New York Lottery Lights Up NYC Bus Shelters for the Holidays

DDB puts 1,800 colored bulbs in each ad

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