Keno - "The Million Interrogation"

&Co. / NoA

&Co. / NoA København K, Denmark

7505

Brand: Keno
Country: Denmark

Advertiser: Danske Spil

Title	The Million Interrogation
Agency	&Co. / NoA
Advertiser	Danske Spil
Brand	Keno
Date of First Broadcast/Publication	2016 / 6
Business Sector	Lottery & Gambling
Tagline	Keno - The Million Interrogation
Story	"The Million Interrogation" is the focal point of a new campaign from the number game Keno from Danske Spil. The purpose of the film is to look at the dynamics in the Danish relationships and examine how well we know each other’s biggest dreams. The film examines, among other things, whether women are willing to allow their men to outlive their greatest dreams if they win an unexpected prize of one million Danish kroner.The film is based on an experiment in which a number of selected men talk about their greatest dreams if they were to win a million Danish kroner. The partners of the men are subsequently put in a room with a lie-detector, one million Danish kroner in cash and an interrogator - and it turns out that there are significant differences in the dreams of men and women.
Philosophy	The Million InterrogationIn the execution, we conduct an experiment where a number of men share what their dreams are if they were to win a million Danish kroner. The Partners of the men are placed in a room with a lie detector, a million Danish kroner in cash and an interrogator. Once aware of their partner’s big dream, such as climbing Mount Everest or going to space, the women are surprised and are quick to question the dreams. Most of the women reject that the men must decide themselves how to spend the money, while some reach the conclusion that the man can keep a smaller part of the money.
Problem	Brief:Keno is the lottery with the biggest chance of winning one million kroner in Denmark. And it is mostly played by men. The Danish Lottery wanted to create a campaign that focused on these two facts, and landed in Keno’s overall promise of “letting you live your dreams” Creative Strategy: Since Keno offers the biggest chance of winning a million, we wanted to give people a more realistic image of what dreams they can realize if/when they win at Keno. Exploring this we realized that men and women’s dreams often differ in quite fundamental ways; women tending to dream about bettering their daily lives, while men have more personal and “outside” dreams. Furthermore, a study conducted by the owners of Keno, Danske Spil, showed that eight out of ten men say no to things more often because they are in a relationship, compared to six out of ten women. With men as a core target group we saw this as an opportunity for opening a fertile creative space that answered the brief about focusing on the realistic chance of winning a million and living your dreams.
Result	The wife contractAs a gimmick on the Keno website and in order to help live the big dreams, Keno has created a contract for the partners to sign declaring, that they will let the men, or women, spend the money, as they wish if they are to win the million kroner prize.
Media Type	Web Film
Length	181 seconds
Creative Director	Thomas Hoffmann
Copywriter	Johan Køhler
Art Director	Rune Petersen
Account Manager	Christina Boel
Producer	Anders S. T. Darre
Director	Peter Harton
Director of Photography (DOP)	Claus Rosenløv
Editor	Peter Brandt
Music Composer	Ole Krogstad