New York Lottery floods the city with ‘Benjamins’

The New York Lottery has launched a new campaign, ‘Multiply Your Benjamins,’ to promote its most significant scratch-off game to date. Created by McCann New York, the work highlights the opportunity for players to multiply their winnings up to 200 times. Rather than relying on numbers, the campaign visualizes scale through a distinctly New York lens, turning multiplication into something instantly recognizable and hard to ignore.

The film follows a lottery winner as she navigates everyday city moments, trailed by a growing crowd of Benjamin Franklin lookalikes, a literal interpretation of the slang term ‘Benjamins’ as shorthand for money. From coffee runs to trampoline class, the surreal swarm transforms familiar settings into exaggerated expressions of financial abundance, making the idea of 200x winnings feel tangible rather than theoretical.