For Hispanic Heritage Month, NYL embraced a true cultural icon: La Lotería. More than just a game, it’s a symbol of tradition, connection, and the shared experiences that unite our community.
With the concept “Vive la Lotería,” we brought this tradition to life through social media activations and on-the-ground experiences in NYC, allowing people to engage, celebrate, and immerse themselves in the vibrant world of La Lotería.
But what made this project truly special? For the first time, our creative approach was adapted by the General Market—flipping the usual dynamic. In an industry where Hispanic Market adaptations often follow GM campaigns, this time, our vision set the tone. The result? Beautiful, culturally rich pieces that resonated beyond our audience, proving that Hispanic creativity isn’t just a niche—it’s a movement.
“Vive la Lotería” wasn’t just a campaign; it was a statement. A testament to the power of Hispanic storytelling and its ability to inspire across markets.
We created the illustrations for the OLV to portray the same feeling as the ticket artwork.
Vive la lotería. Radio