Loto Film Game by Prolam Y&R Santiago

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Industry Lottery & Gambling
Media Film
Market Chile
Agency Prolam Y&R Santiago
Executive Creative Director Alvaro Becker, Francisco Cavada
Creative Director Gonzalo Ferrada, Raimundo Undurraga
Art Director Joaquin Toro, Rodrigo Grebe, Gonzalo Gallardo
Copywriter Oscar Gonzalez, Jonathan Chauque
Production Accion
Released May 2018

Awards

Lions Craft 2018
Film Craft Lions Cinematography Bronze Lion Campaign

Credits & Description

Alternative title: Rich People
Brand: LOTO
Agency: Y&R Santiago
Executive Creative Director: Francisco Cavada, Alvaro Becker
Head Of Art: Emerson Navarrete
Creative Director: Raimundo Undurraga, Gonzalo Ferrada
Digital Creative Director: Andres Diaz
Copywriter: Oscar González, Jonathan Chauque
Art Director: Joaquin Toro, Rodrigo Grebe, Gonzalo Gallardo
Account Director: Diego Fernandez
Film Director: Francisco Recabarren
PROLAM Y&R Santiago, Chile Entrant Company
PROLAM Y&R Santiago, Chile Idea Creation
CLIO MASTERING Santiago, Chile Production
ACCION FILMS Santiago, Chile Production
Alvaro Becker Y&R SCL Executive Creative Director
Francisco Cavada Y&R SCL Executive Creative Director
Emerson Navarrete Y&R SCL Head of Art
Andres Diaz Y&R SCL Chief Digital Creative Director
Raimundo Undurraga Y&R SCL Creative Director
Gonzalo Ferrada Y&R SCL Creative Director
Oscar González Y&R SCL Copywriter
Jonathan Chauque Y&R SCL Copywriter
Joaquin Toro Y&R SCL Art Director
Gonzalo Gallardo Y&R SCL Art Director
Rodrigo Grebe Y&R SCL Art Director
Diego Fernández Y&R SCL Account Director
Nicolas Leal Y&R SCL Account Executive
Francisco Recabarren Accion Director
Mateo Londono Accion Photography Director
Published: May 2018
Synopsis:
Loto is a gambling game, created to change the life of Chileans and help them have a better lifestyle: a bigger house, an incredible car or a boat why not.
Today Loto reminds us that we are all millionaires, that life is full of luxuries that we don't perceive and recognize, like a nap with your child, when your dog receives you when you arrives, your friends, still married after 50 years or just enjoy of your favorite childhood dish.
Based on the simple and grandiose of life, the campaign proposes a turn in the usual message of the category, an emotive and simple but relevant idea, emphasizing the value of the everyday over the material.
GAME
Entry Summary
Since 1989 Loto has been a game made to create millionaires, to change lives and help people to have a better life, a big house, a amazing car, a great boat, money to buy a fancy lifestyle.
But today we say that everyone is full of luxury, everyone is already rich with the more simple things that the life gives, with a nap with your kid, a happy dog when you come back at home, a best friend, or why not still married after 50 years. Is in that common and great things that we are rich, so we turn the common gambling message and say that everybody are rich, and Loto is just a game to be more millionaires than we already are. Giving the importance that the material things deserve and giving more value to the beautiful daily things that everybody has.
Brief Explanation
All the commercial is on black and white and a quiet piano accompanies us.
We are in an balcony and we see a 40 years old dad with his 9 years old son. They are looking down to something that we don't know, suddenly they start talking.
Son: Blue
Dad: Red
Son: Blue
Dad: Red
Son: Blue, blue.
Dad: Red
Son: No, that is orange... Blue.
We stay with a big shot of the building and all balconies and appears the overprint: You’re Already Rich. And then appear the logo: Loto