2018 Print & Publishing

TOILET

Short List
ClientWESTDEUTSCHE LOTTERIE
Category A08. Leisure
TitleTOILET
Product/ServiceWESTLOTTO (LOTTERY)
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
Name Company Position
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.