LOTTO CHRISTMAS COLLECTION

TitleLOTTO CHRISTMAS COLLECTION
BrandTHE DANISH NATIONAL LOTTERY
Product/ServiceLOTTO
Category D02. Promotional Items & Printed Media
Entrant ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Idea Creation ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Media Placement ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Production GOBSMACK PRODUCTIONS Copenhagen, DENMARK
Post Production GOBSMACK PRODUCTIONS Copenhagen, DENMARK
Additional Company BANYO AGENCY Copenhagen, DENMARK
Additional Company 2 PLAYGROUND MARKETING Åbyhøj, DENMARK
Credits
Name Company Position
Christoffer Boas Robert/Boisen & Like-minded Creative
Klara Vilshammer Robert/Boisen Like-minded Creative
Søren Christensen Robert/Boisen & Like-minded Partner & Strategy Director
Heinrich Vejlgaard Robert/Boisen & Like-minded Creative Director
Victor Petri Robert/Boisen & Like-minded Head of Social & Brand Activation
Alexander Faxø Robert/Boisen & Like-minded Social & Brand Activation Strategist
Gitte Andersen Robert/Boisen & Like-minded Account Manager
Julie Hinze Robert/Boisen & Like-minded Project Coordinator
Christina Executive Producer Gobsmack Productions Executive Producer
Nya Bille Gobsmack Productions Producer

Cultural / Context information for the jury

Once, Christmas was all about the joy and the excitement of giving. But in Denmark, Christmas has turned into a transaction event where the Danes think about it as a chance to stock up on basic items, making their Christmas wish lists extremely boring. In fact, a study showed that 72% of the Danes have wished for “boring Christmas gifts”.

Write a short summary of the ambient work.

The National Lottery is all about joy and excitement. So, to bring some excitement back into Christmas, we created ‘Lotto Christmas Collection’: A collection of Christmas gifts turned into Lotto tickets. The collection featured some of the Danes’ most frequent boring wishes. Each with unique series of Lotto numbers printed, painted or even embroidered on to it. All working as Lotto tickets for the drawing after Christmas. After only a week, the collection had sold out twice. So, for everyone who missed out, we then sold Lotto tickets the size of wrapping paper at shopping malls all across Denmark. This way, we gave the Lotto brand a unique way to be carried directly into Danish households on Christmas Eve without having to pay for the media placement. On top of that, the gifts themselves will serve as life-long visual reminders of Lotto in the Danish homes.