Andrew Rae and NY Lotto Think You'd Be a Great Rich Person
Luck is a great equalizer. Odds can be manipulated or weighted, but to the whim of chance we’re all the same. Playing the lottery can offer some small version of remembering that truth, that we all have the same chance, that luck is blind to us. How exciting. The other side of the lottery’s promise is the ability to change the lives of the people it touches. The winners get the resources to shape their lives the way they want it, to become the people they want to be, to bloom into the people they already were before they had the means to be their best selves. For New York Lottery’s latest campaign, Andrew Rae created dozens of animated GIFs for their micro-site that helps you discover what kind of a rich person you would be better than. Say what?
Rich People of New York gives a fresh new face to a familiar cast of characters that are everything repugnant about rich people. These are the definition of using money poorly and the low watermark for what it means to be a good rich person. The characters are funny, irreverent, and a little bit silly, but they are the picture of overindulged stereotypes who are just bad at being rich. Whether it’s a New York Snollyguster (a rich dude who takes a lot of selfies), a Hyperallergenic Hypochondriac (a man who can afford to isolate himself for fear of catching the diseases of the commoners), or a Knocking Opportunist (someone who has made an offensive amount of money selling tie-dye shirts to rubes) you’d probably be a much better rich person than any of them.
On the micro-site, you can take a quiz to figure out which character in particular would pale in comparison to your wealthy wisdom, and Andrew created animations for each one. The movement in each portrait is subtle but brings each to life in its own way, paired with a tongue-in-cheek biographical fact sheet, we get a full understanding of who these less than stellar fat cats are and how we can do better. Take the quiz and find out for yourself!