LOTTO CHRISTMAS COLLECTION
| Title | LOTTO CHRISTMAS COLLECTION |
| Brand | THE DANISH NATIONAL LOTTERY |
| Product/Service | LOTTO |
| Category |
D02. Promotional Items & Printed Media |
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Entrant
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ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
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Idea Creation
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ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
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Media Placement
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ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
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Production
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GOBSMACK PRODUCTIONS Copenhagen, DENMARK
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Post Production
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GOBSMACK PRODUCTIONS Copenhagen, DENMARK
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Additional Company
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BANYO AGENCY Copenhagen, DENMARK
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Additional Company 2
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PLAYGROUND MARKETING Åbyhøj, DENMARK
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Credits
| 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.