Title	BACKGAMMON
Brand	THE NATIONAL LOTTERY
Product/Service	THE NATIONAL LOTTERY
Category	A07. Travel, Transport & Leisure
Entrant	ACW GREY TEL AVIV, ISRAEL
Idea Creation	ACW GREY TEL AVIV, ISRAEL
Production	ACW GREY TEL AVIV, ISRAEL

Name	Company	Position
Tal Riven	ACW GREY	Chief Creative Officer
Asa Keren	ACW GREY	Creative Director
Yonatan Title	ACW GREY	Creative Director
uri shoham	ACW GREY	Copywriter
roy cohen	ACW GREY	Copywriter
Shlomi Efrat	ACW GREY	Art Director
Shai Almagor	ACW GREY	SVP Account Director
Maayan Inbar	ACW GREY	Account Director
Adva Aizinger	ACW GREY	Account Manager
Tal Greengrass	ACW GREY	Account Manager
Gal Yaakov	ACW GREY	Agency Production Manager
Na'ama Hadomi	ACW GREY	Agency Producer
MULA PRODUCTION	MULA	Production company
POST OFFICE	POST OFFICE	Post Production
Rani Carmeli	Rani Carmeli	Director
Tomer Biran	Tomer Biran	Music Artist

Brief Explanation

Each year, the Israeli Lottery conducts a campaign aimed at conveying to the Israeli public the high number of new lottery millionaires that were born in the past year. This year, we sought to base our campaign on an insight that would project the fact the lottery winners are everywhere and all around us. The Insight: With so many new lottery millionaires, maybe it’s someone you know. The campaign showcased a 30 seconds spot in which suddenly, someone around you can afford a “small luxury” that causes some suspicion. In the spot, 2 young friends are in a hotel balcony playing a board game. All of a sudden, a third friend comes out, chewing on some peanuts. The two friends stop the game and ask: "Hey, where did you get those? " The friend casually replies: "From the minibar." The two friends take a pause and look at him with