The fire starts soon!
Description
In Mauritius, lottery communication is strictly regulated. You’re not allowed to directly incite people to play. No “play now.” No urgency. No excitement. Yet, we had to launch HotPicks, a brand-new fixed-odds game.
Inspired by the name HotPicks, we turned up the heat. Literally. We created a legal firestarter: a single billboard, a blazing blue ball, and a hidden smoke machine. Smoke filled the street. It was strange. Striking. People stopped, posted, speculated.
In a market where advertising isn’t allowed, this new innovative media sparked just enough intrigue to position “Laflam” as both our alibi and our loophole. Soon, “Mark Enn Laflam” became local slang for placing a HotPicks bet. A hijacked word from the local vocabulary. The product stayed invisible. But the flame was everywhere.
This professional campaign titled 'The Legal Firestarter' was published in Mauritius in September, 2024. It was created for the brand: Hotpicks, by ad agency: GREY Mauritius. This OOH Outdoor medium campaign is related to the Gambling, Gaming, and Lottery industries and contains 1 media asset. It was submitted 6 days ago by Creative Director: Shane Seeam of GREY Mauritius.
Credits
Advertising Agency: GREY Mauritius
Creative Director: Shane Seeam
Strategist: Lovish Tulloo
Art Director: Stephane Ramchurn
Graphic Designer: Cedric Sophie
Copywriter: Bertrand Herisson
