Lottery winners is often portrayed as being selfish and irresponsible with their money. Buying big cars, yachts and otherwise wasting it all on self indulgence. But in our research we discovered that almost all of the previous Danish Lotto winners have shared the joy with their loved ones. This is why we decided to take take the communication in a new direction away from the classic lottery clichés and base the campaign on real heartwarming stories. But instead of focusing on the Lottery winners, we decided to change the perspective and let their loved ones tell their tale. (Out of respect for the people involved, names and details have been changed to protect their anonymity).
Film advertisement created by Robert/Boisen & Like-minded, Denmark for Lotto, within the category: Gaming.
Creative Directors: Heinrich Vejlgaard, René Sohn Kammersgaard
Account Director: Gitte Andersen
Strategy: Kim Boisen
Director: Tore Frandsen
DOP: Jasper Spanning
Editor: Rasmus Nyholm Schmidt
Colourist: Jonas Bech Vestergaard
Composer & sound designer: Martin Dirkov
Gobsmack Exec Producer: Christina Bostofte Erritzøe
Gobsmack Producer: Nya Bille
New Land Exec Producer: Thor Brammer Jacobsen
Production service SA: Smokin Gun Production
Smokin Gun Exec Producer: Marchant Belligan
Smokin Gun Line Producer: Phie Hansen