NEW YORK LOTTERY / MEGA MILLIONAIRE / DOOH

McCann New York

Striking, overconfident typographic animations lit up New York’s streets, keeping the dream alive—loud, local, and larger than life.

Rather than lean on tired tropes of yachts and gold-plated bathtubs, this campaign spoke directly to the city’s imagination: tipping your doorman with Knicks courtside seats or renting out the L train just because you can. It was New York fantasy—delivered with a wink.

We led with animated DOOH, rolling out in high-traffic locations all around the five boroughs. Bold visuals. Razor-sharp copy. Playfully indulgent energy with a distinctly New York City flavor. Each screen was a trigger for daydreams, transforming moments of possibility. It worked—with a 44% lift in Mega Millions sales, a city full of new “what ifs,” and proof that in New York, bold ideas still win big.