| Başlık | The Most Metal Scratch-Off |
| Başlık (ana dil) | 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. |
| Haftanın | McCann New York |
| Kampanya | Black Titanium |
| Reklamcı | New York Lottery |
| Marka | Black Titanium |
| Posted | Kasım 2019 |
| Sektör | Lottery & Gambling |
| hikaye | Black Titanium is the newest $30 Scratch-Off Game from the New York Lottery, with a top prize of $10,000,000 - one of the highest offered for this type of game. |
| Medya Türü | Branded Content |
| Yaratıcı Ajans Başkanı | Eric Silver |
| Yaratıcı Ajans Başkanı | Sean Bryan |
| Yaratıcı Ajans Başkanı | Tom Murphy |
| Executive Creative Director, EVP | Mat Bisher |
| VP Group Creative Director | Jason Ashlock |
| VP Group Creative Director | Dominick Baccollo |
| Yaratıcı Yönetmen | Emily Salas |
| Yaratıcı Yönetmen | Tyler Gonerka |
| Jr. Art Director | Hailey Lawrence |
| Jr. Copywriter | Jack McNamara |
| Chief Production Officer | Nathy Aviram |
| VP / Executive Producer | Chance Bassett |
| SVP Executive Integrated Music Producer | Eric David Johnson |
| Music Producer | Dan Gross |
| Music Business Manager | Jamie Jou |
| Business Manager | Natalie Hernandez |
| EVP Executive Account Director | Scot Beck |
| VP Account Director | Caroline Fuller |
| Müşteri Süpervizörü | Molly Vossler |
| Müşteri Temsilcisi | Ellery Gitkin |
| Müşteri Temsilcisi | Carolyn Martin |
| Assistant Account Executive | Jessica Foster |
| VP Strategy Director | Laura Frank |
| VP Communication Planning Director | Michael Goldstein |
| Proje Sorumlusu | Michael Gonzalez |
| Prodüksiyon Şirketi | Arts & Sciences |
| Yönetmen | Matt Aselton |
| Prodüksiyon Sorumlusu | John Benson |
| Prodüktör | Zoe Odlum |
| Production Supervisor | Tracy Zukowski |
| Görüntü Yönetmeni | Darren Lew |
| Prodüktör | Mark Newell |
| Editing Şirketi | Mackcut |
| Editör | Gavin Cutler |
| Editorial Executive Producer | Gina Pagano |
| Assistant Editor | Alyce Muhammad |
| Müzik Şirketi | Future Perfect Music |
| Ses Post Prodüksiyon | Mackcut |
| Mix | Sam Shaffer |
| VFX Company | Framestore |
| VFX Executive Producer | Sarah Hiddlestone |
| Renkçi | Tim Masick |
| Sound Company / Music Company | JSM Music |
| Music CEO/CCO | Joel Simon |
| Executive Producer, Music | Jeff Fiorello |
| Music Producer | Norm Felker |
| Music Producer | Andrew Manning |
| Kompositör | Joel Simon |
| Kompositör | Becca Riter |
| Kompositör | Seamus Kilmartin |
| Kompositör | Nathanial Morgan |
| Kompositör | Jason Krebs |
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