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Creative

The Georgia Lottery Introduces Aunt Edith, the Newest, Oldest Face in Hip-Hop

BBDO Atlanta, Thu, Nov 02, 2017

The elderly stage actress got a taste of the impact a $40m prize win can make in this music video by BBDO Atlanta

The Georgia Lottery Introduces Aunt Edith, the Newest, Oldest Face in Hip-Hop

$40 million dollars is enough to make just about anyone’s dreams come true. It also happens to be how much the new Mega Millions starting jackpot is worth. So, to demonstrate the extent of what’s possible when you play, the Georgia Lottery gave a real person a taste of the alternate life $40 million could buy.
 
Following a country-wide search, Megan McFarland was discovered - an elderly stage actress with an unconventional dream of becoming a hip hop artist. No, Megan didn’t actually win $40 million; but to give her a taste of what could happen with that much money, the Lottery helped make Megan’s dream a reality. By creating a debut mixtape, produced by Grammy-winning producer Needlz, and hiring Jason Goldwatch (Jim Jones, The Roots, Kid Cudi) to direct her music video, Megan was transformed into Aunt Edith - the newest, oldest face in hip-hop.
 
You can watch the music video for her debut song, appropriately titled 40 MIL, here:

 
Her mixtape also includes three additional songs which you can listen to on Spotify, Apple Music, and Pandora.
 
The campaign, created by BBDO Atlanta, will also consist of 30" and 60" TV spots, social components, a Facebook Live listening party on November 13th, and a live halftime performance by Aunt Edith herself at the Atlanta Hawks basketball game on November 30th.
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Music

Music Agency: Dry Rain Entertainment

Music Production: Needlz, Allyssa Chic (Vocal)

Offline

Edit Company: Beast ATL

Editor: Merritt Duff

Client

Advertiser: Georgia Lottery

Production Company

Director: Jason Goldwatch

Executive Producer: Misha Louy

Production Company: DECON

DOP: Corey Jennings

Head of Strategy and Development: Mike Lobikis

Producer: Peter Fitzgerald

Creative Agency

Account Executive: Kayla Alderson

Art Director: Jordan Sparrow

Chief Creative Officer: Robin Fitzgerald

Copywriter: Dylan Cimo

Creative Agency: BBDO Atlanta

Executive Producer: JD Williams

Group Creative Director: Craig Miller

Managing Director: Peter Bunarek

Worldwide Chief Creative Officer: David Lubars

Genre: Fashion & Beauty , Luxury , Music performance , People

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