To create an image campaign for Croatian Lottery that would evoke emotion within the viewers that playing lottery games indirectly helps the society and community at large. The Croatian law stipulates that a part of the proceeds from the sale of the tickets is passed on to humanitarian and sports associations.
We divided our communication in phases. Phase one was pre-campaign where we collected entries from real Croatian lottery players at points of sale (POS materials) and online (microsite, banners). The pre-campaign included a short TVC with the goal of engaging players.
The second phase was the selection of candidates for participation in T commercials with criteria being: the best reasons why they play the Croatian lottery games. After selecting and contacting three winners/ambassadors we shot TVC which took three days where we traveled to authentic locations. We made a documentary series of TVCs with 14 players and their statements.