The concept had to be a part of the excisting creative concept:

"Din Kupon, Din drøm" (Your coupon, Your Dream)

When people but a lottery coupon they do it mostly because they want to buy more, or a least they give them the right to dream about more.

 

We wanted to create a universe that was both funny, new and invited people to dream about whatever they would like to buy if they won the lottery.  

 

See examples of the printed campaign below. The inspiration for design and language is taken directly from the traditional Special Offer Papers from the supermarkets.

Advertising are both as one page advertising in printed media. But also multiply pages as mini magazines in the weekend media (newspapers etc).  

 

The campaign can be placed and targeted in/on all kinds of media for exampe as banners. See example of web banner below. 

To create a hype, media attention (PR) and social media buzz we wanted to make pop-up supermarkets in the 3 largest citys in Denmark. In the supermarkets you can buy the traditional lotterycoupon with your own special dream. We have already in the store pre-made the most traditional lottery-dreams (based on activity from the LOTTO facebook page) but it will also be possible to create your own dream in the shop and share it with the one you love.