The primary goal was to rejuvenate the image of the 60 year old PICK 5 lottery game and making it more appealing to the younger potential customers aged 18-30. Research showed that the first 3D animated pig character (introduced in January, 2017) was very well received by the target audience; therefore a set of additional characters was created in order to make players identify with their own gambler’s profile.

Since the actual jackpot is advertised continuously (nearly every week), it was important to create a communication platform providing great versatility enabling the campaign to be effective also on the long run. The message had to be kept short and powerful within a standard framework: a 5 second intro animation followed by an 8 second informative packshot, finished with a 3 second animation as the punchline.

One can be a businessman, an aspiring artist, a busy mom or a fashionista – everyone dreams of winning the jackpot. We wanted to show the ’typical’ lotto players in authentic situations while keeping them likeable, making sure that customers can easily identify with them. It was important to create very different characters and easy-to-understand situations, which can also work on print adverts.