The unexpected nature of lottery tickets – the ability to transform the lives of even the most ordinary folks has been a favourite theme of Lottery Brands. I remember seeing a print ad for Lotto in a One Show or D&AD mag: visual of a beer-bellied, unkempt bloke in a vest watching TV in what looks like a palace. The tag line ‘Hey, you never know‘ completed the loop in your head.
Here is another rendition of a similar thought for a lottery brand from Canada:
Agency: DDB, Vancouver
Loved the whole series. Simple, clever and a great example of an idea-driven campaign. On hindsight, one could argue that the transformation shown could be applicable even for a ‘leisure holiday’. No?