LOTTO - NO WHAT IFS, JUST LOTTO
THE BARRIER BETWEEN YOUR BEFORE AND AFTER IS JUST A “WHAT IF”
THE INSIGHT
In Jordan, the lottery is seen as gambling and not widely accepted. However, the Lotto Jordan for Charity wanted to show that they could make people’s dreams come true by donating. They adopted a model where proceeds from tickets go to charity to break the stigma of a “lottery” in the country. In this campaign we tapped into the idea that with Lotto, the question of “What if” and asking whether you should or shouldn’t buy a ticket brings back the question of “What if”.
THE IDEA
In this campaign, we created three different personas and gave them their “What if” scenarios whether they needed to change their cars, their houses, or achieve a certain goal in life. With three different main videos and entire branding exercise in place, we launched the campaign on various social platforms including a diverse content strategy.
CREDITS
MERIAM SHANTI
HABIB RIHANNA
MOHAMMAD AL AMERY
SAMI ABOU FAKHR
MOHAMMAD AL AMAD
CELINE AL HELOU
BANA SHENNAK