2017 Winners & Shortlists

The Campaign

They often say reality is stranger than fiction. The history of the world is filled with amazing true stories of people coming into wealth in the most astounding of circumstances. And the chance occurrences of these events are quite literally a once-in-a-lifetime affair. Reports of these incredible events have been archived in newspapers, internet etc. The Lebanese Loto however gives people a chance to come into the same kind of money (if not more), twice a week. If one were a betting man, which of the above would he stake his hopes on? He would give in to simple probability and obviously play the odds, where his chances are better. By comparing the two stories about incredible wealth, we left it up to the reader to allow their intellect and logic to do the persuading.

Creative Execution

We believe the strength of the idea is in the simplicity of the truth of the stories, and starkness of the comparisons. For this reason, the execution of the newspaper clippings was chosen. An indepth study was conducted on newspaper typography and its reflection of the geography, time period and design philosophy of that journal. Overall we wanted to achieve a modernist aesthetic which we routed in Swiss grids. Utilizing negative space to create visual contrast and an interesting composition that takes the viewer on a journey in the direction we intended them to follow. Use of a single monospaced typeface ties all the various elements together.

Indication of how successful the outcome was in the market

Loto registered an immediate rise in ticket sales, and clocked a marked increase in website traffic.

As Loto, we wanted to reach out to a whole new demographic, and encourage them to what was effectively a change in perception. The design elements of the campaign were used used to lend to the fact the all the stories are true. The look and design of the campaign was important in capturing the attention of our target.