McCann New York Turns 200x Winnings into a City Full of Benjamins for New York Lottery 

For New Yorkers, “extra” isn’t optional – it’s the baseline. So, for the launch of New York Lottery’s biggest Xtra Multiplier Scratch-Off Games ever, offering players the chance to multiply their winnings up to 200x, McCann New York knew that the idea had to go bigger than numbers . It had to show just how much money could be multiplied – and make it impossible to miss.  

Enter “Multiply your Benjamins,” the new campaign launching January 8. When a New Yorker wins big on an Xtra Multiplier ticket, she’s suddenly followed everywhere by a swarm of Benjamin Franklins – a visual shorthand Americans instantly recognize as serious money. The concept draws on the widely used slang term “Benjamins” for cash, and on Franklin himself, the face of the $100 bill. From lattes to trampoline class to hibachi, the Benjamins trail her through everyday New York moments, transforming the city into a surreal playground of multiplied possibility. 

“This concept takes multiplying your winnings and makes it unmistakably and hilariously literal. Instead of trying to explain what 200x multiplication is, we show it by surrounding our winner with a full stampede of Benjamins,” said Cuanan Cronwright and Leo Barbosa, EVP ECD, McCann New York.  

Directed by comedic powerhouse Jess Coulter (IKEA, Dunkin’, Progressive), the spot balances grounded, authentic New York energy with absurd fantasy – shot in a single day across multiple locations with an ensemble cast of real New Yorkers, including 11 Benjamin Franklin lookalikes. The result is a playful, unmistakable demonstration of what 200x winnings actually feels like. 

With the tagline “Multiplying Your Benjamins,” the campaign marks a bold new iteration of the New York Lottery’s annual Multiplier launch, supported by a fully integrated media rollout across TV, OOH, activation, social, and digital.