Black Titanium - "The Most Metal Scratch-Off"

McCann New York

McCann New York New York, United States

Awards

22357

Brand: Black Titanium
Country: United States

Advertiser: New York Lottery

Title	The Most Metal Scratch-Off
Title (original language)	Heavy Metal
Brief	Black Titanium is a scratch-off game from the New York Lottery. But it sounds more like the name of a heavy metal band. The agency knew people would be way more likely to care about a new metal artist than a scratch-off game. So it created a fake band called “Black Titanium” and put it on Spotify with a fake four-song EP. Audiences were driven to the fake band via real Spotify artist ads and cryptic social posts. When listeners got to the band page, they learned “Black Titanium” wasn’t actually a band at all. And the songs weren’t real songs: they were musical ads for the Black Titanium game.
Agency	McCann New York
Campaign	Black Titanium
Advertiser	New York Lottery
Brand	Black Titanium
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Posted	November 2019
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Branded Content
Chief Creative Officer	E..c S...er Subscribers Only
Chief Creative Officer	S..n B...n Subscribers Only
Chief Creative Officer	..m M...hy Subscribers Only
Executive Creative Director, EVP	..t B...er Subscribers Only
VP Group Creative Director	J...n A....ck Subscribers Only
VP Group Creative Director	Do....ck Ba....lo Subscribers Only
Creative Director	E...y S...s Subscribers Only
Creative Director	T...r G....ka Subscribers Only
Jr. Art Director	H...ey La....ce Subscribers Only
Jr. Copywriter	J..k Mc....ra Subscribers Only
Chief Production Officer	N...y A...am Subscribers Only
VP / Executive Producer	C...ce B....tt Subscribers Only
SVP Executive Integrated Music Producer	E..c D...d J....on Subscribers Only
Music Producer	..n G...s Subscribers Only
Music Business Manager	J...e ..u Subscribers Only
Business Manager	N....ie He.....ez Subscribers Only
EVP Executive Account Director	S..t B..k Subscribers Only
VP Account Director	Ca....ne F...er Subscribers Only
Account Supervisor	M...y V....er Subscribers Only
Account Executive	E...ry G...in Subscribers Only
Account Executive	C....yn M...in Subscribers Only
Assistant Account Executive	J....ca F...er Subscribers Only
VP Strategy Director	L...a F...k Subscribers Only
VP Communication Planning Director	M....el Go.....in Subscribers Only
Project Manager	M....el Go....ez Subscribers Only
Production Company	A..s . Sc....es Subscribers Only
Director	M..t A....on Subscribers Only
Executive Producer	J..n B...on Subscribers Only
Producer	..e O...m Subscribers Only
Production Supervisor	T...y Zu....ki Subscribers Only
Director of Photography (DOP)	D...en ..w Subscribers Only
Production Designer	M..k N...ll Subscribers Only
Editing Company	M....ut Subscribers Only
Editor	G...n C...er Subscribers Only
Editorial Executive Producer	G..a P...no Subscribers Only
Assistant Editor	A...e Mu....ad Subscribers Only
Music Company / Composer	F...re P....ct M...c Subscribers Only
Audio Post Production	M....ut Subscribers Only
Mix	..m S....er Subscribers Only
VFX Company	Fr.....ore Subscribers Only
VFX Executive Producer	S...h Hi......one Subscribers Only
Colorist	..m M...ck Subscribers Only
Sound Company / Music Company	..M M...c Subscribers Only
Music CEO/CCO	J..l S...n Subscribers Only
Executive Producer, Music	J..f Fi....lo Subscribers Only
Music Producer	N..m F...er Subscribers Only
Music Producer	A...ew M....ng Subscribers Only
Music Composer	J..l S...n Subscribers Only
Music Composer	B...a R...r Subscribers Only
Music Composer	S...us Ki.....in Subscribers Only
Music Composer	Na.....al M...an Subscribers Only
Music Composer	J...n K...s Subscribers Only