| 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 |
| 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 |
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