The New York Lottery introduced a new wager that let players win even if their numbers were wrong. They just have to be… close enough.

With social, pre-roll and banners we showed people how the game works with grammar that was close enough. The goal of the campaign was to drive viewers to the How-to-play video on Youtubes. 

Insight: People sweat for no reason and it's embarrassing, quite frankly.

Concept: Sweat has a way of talking for you, shut it up with Certain Dri.