Title | VACUUM |
Brand | WESTDEUTSCHE LOTTERIE |
Product/Service | WESTLOTTO (LOTTERY) |
Category |
A08. Leisure |
Entrant
|
GREY Düsseldorf, GERMANY
|
Idea Creation
|
GREY Düsseldorf, GERMANY
|
Media Placement
|
GREY Düsseldorf, GERMANY
|
Media Placement 2
|
GREY MEDIA Düsseldorf, GERMANY
|
Media Placement 3
|
MEDIACOM Düsseldorf, GERMANY
|
Production
|
GREY Düsseldorf, GERMANY
|
Production 2
|
FM PHOTOGRAPHERS Milan, ITALY
|
Additional Company
|
WESTDEUTSCHE LOTTERIE Muenster, GERMANY
|
Credits
Fabian Kirner |
Grey Germany |
Chief Creative Officer |
Alexandros Antoniadis |
Grey Germany |
Executive Creative Director |
Martin Venn |
Grey Germany |
Executive Creative Director |
Luca Boncompagni |
Grey Germany |
Senior Art Director |
Diego Tardani |
Grey Germany |
Senior Copywriter |
Julius Moebius |
Grey Germany |
Unit Director |
Katarina Rutkowski |
Grey Media |
Group Head Media |
Antonia Schippmann |
Grey Media |
Senior Media Planner |
Matteo Simone Bottin |
FM Photographers |
Photographer |
Simona Lamacchia |
FM Photographers |
Photo Retouch Artist |
David Kreuzinger |
Westdeutsche Lotterie |
Head of Marketing |
Gregor Espenkott |
Westdeutsche Lotterie |
Head of Campaign Management / Advertising |
Cultural/Context information for the jury
Lotteries´ campaigns focus on showing the luxurious life people could possibly gain.
This strategy pushes people to play only when these images come in front of their eyes.
But life is very different. It is full of duties and boring things to carry on, and it is rather rare that people experience traveling with helicopters or sailing on a yacht.
Thus, to be more effective, West Lotto changes the strategy to change the people´s point of view. West Lotto points at the life people could lose instead, because this is the life people live every single second. This way any single duty or boring thing is a real reminder and pusher to go and play West Lotto.