Katy Wells

NY Lottery

New York Lottery


How do you get young New Yorkers who don’t play the lottery to consider playing?
By featuring a totally different side of New York City that they would die to live in. ALOHA from paradise.

Direct Mail
Targeted postcards that feature this side of NYC would be sent to young New Yorkers who live in cramped apartments.


When you win the NY lottery, you need to make sure you
understand the language of the new world you’re about to enter.



Copywriter: Chiyeung Lau