New York Lottery Reimagines What the Dream of Winning Looks Like

The New York Lottery has given New Yorkers visions of new cars and homes and all things money can buy for decades. But to re-launch the Cash4Life game, they’re tapping into the other thing of value a lottery win can provide: time to spend doing the things that make you truly happy.

In the launch film, created by McCann NY and shot by Derek Cianfrance of Radical Media, we meet a man who spends the time he won volunteering with rescue dogs. Other films, as well as print, digital and social efforts, will show more ways New Yorkers would spend their days – not their dollars – if they won Cash4Life’s top prize of $1,000 a day for life, and invite us all to imagine how we’d spend ours.