Gothic, Redneck, Unemployed

Agency: Y&R


When somebody becomes a millionaire, it doesn’t take long for some very strange ‘close friends’ and ‘distant relatives’ to suddenly appear. We show this lottery winners insight by using the typical photography that Loto takes of its winners. But here, it's crowded with the strangest close relatives that our winners had probably never seen before. They come dressed up like the winner to pretend they are relatives and therefore the winner suddenly discovers he has a ‘new family’.

This professional campaign titled 'Gothic, Redneck, Unemployed' was published in Chile in March, 2018. It was created for the brand: Loto, by ad agency: Y&R. This Print medium campaign is related to the Gambling industry and contains 3 media assets. It was submitted over 5 years ago.


Advertising Agency: Y&R Santiago, Chile
Executive Creative Directors: Álvaro Becker, Francisco Cavada
Head of Art: Emerson Navarrete
Creative Director / Art Director: Mauricio Muñoz
Art Director: Matías Cabrera
Copywriters: Cristián Montégu, Matías Anríquez
Photographer: Juan Velasquez
Retoucher: Masai Art Company


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