New York Lottery
The New York Lottery was on the prowl for a $7 Million Cash4Life winner that only had a few days left to claim their prize. We didn't know how the winner looked, so we drew a stick figure and took to the streets.
While we couldn't bring the winner out of hiding in time, we generated about $12 million in earned media, raised awareness of the $61 million unclaimed winnings in New York, and reminded New York Lottery players to always check their numbers, so they don't end up an anonymous stick guy.
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