Money can’t buy love, but that just what this Danish Lotto millionaire did. The film shows how Lotto winner no. 3254 reignite once forbidden love between two men who have been separated by thousands of kilometers for over 40 years.
Philosophy
The purpose of the campaign is to inspire people to be more generous towards one another and spend more time with those that really matter. And by telling stories about how real Lottery winners decided to enrich other people's lives, we hope to do just that. Money might make you rich, but it’s how you spend them that truly makes you happy.
Problem
Lottery winners is often portrayed as being selfish and irresponsible with their money. Buying big cars, yachts and otherwise wasting it all on self indulgence. But in our research we discovered that almost all of the previous Danish Lotto winners have shared the joy with their loved ones.
Result
This is why we decided to take take the communication in a new direction away from the classic lottery clichés and base the campaign on real heartwarming stories. But instead of focusing on the Lottery winners, we decided to change the perspective and let their loved ones tell their tale. (Out of respect for the people involved, names and details have been changed to protect their anonymity).