New York Lottery Hey, you never know.

Giving people permission and license to dream is what a dollar spent on a lottery ticket really represents. This anthemic sing-along celebrating everyday New Yorkers was a virtual rallying cry that won all kinds of awards and transcended business objectives.

It literally is a love letter to New Yorkers, humanity and dreams of brighter days ahead.

“Hey, you never know.”

Results: Revenue has increased 5.2% YoY since campaign inception, adding over $1 billion annually, making New York the largest and most profitable state lottery in the country.