2016 Winners & Shortlists

Creative Execution

In the online video, we see how Loto collected black cats in Lebanon and flew them to a 5-Star Hotel & Resort in New Zealand, where they had the time of their lives getting pampered by top chefs and masseuses.

The response was immediate. In a population of 4 million people, our video had over 1.5 million views on its first week, making over 56 million impressions from social media and PR alone; becoming the most shared video on Facebook on the day of its launch and the most trending topic in Lebanon. Loto had a 21% sales increase by convincing an entire nation that they could win.

The year started with a drop in weekly ticket sales for Loto Libanais. People would play more, if we could make them feel luckier. In Lebanon, people believe black cats bring bad luck. So, Loto launched an online video showing the black cats flying out of Lebanon to New Zealand, where they’re actually considered to bring good luck. Our idea was relevant to the client in the sense that it was born out of the simple concept of luck, which is also their core belief. For customers, the relevance manifested itself in the form of creating allowance to play more. By ridding the country of bad luck, we were giving the customers more chances to win.