Loto Libanais Print Dream Number, 4 by Impact BBDO Beirut

Dream Number, 4
The Print Ad titled Dream Number, 4 was done by Impact BBDO Beirut advertising agency for Loto Libanais in Lebanon. It was released in Feb 2020.
Advertising campaign for Loto Libanais

Loto Libanais: Dream Number, 4

Brand
Loto Libanais
Media
Print
Released
February 2020
Posted
September 2020
Market
Lebanon
Industry
Lottery & Gambling
Agency
Impact BBDO Beirut
Chief Creative Officer
Paul Shearer
Executive Creative Director
Ali Rez
Art Director
Bijoy Valiya Purayil
Creative Director
Sarah Berro
Associate Creative Director
Ben Griffiths
Copywriter
Rohan Kodialbail
Senior Art Director
Johannes Frederick De Beer
Designer
Ahmed Nawara

Awards:

Caples Awards 2020
Ambient/Guerilla/Outdoor-Bronze
Creative Use of Data-Bronze
Innovation-Bronze
Integrated-Silver
Digital B to C-Bronze
Mobile-Silver
Cresta Awards 2020
Digital DesignAppGold
Digital DesignInnovative codingGold
Print DesignTypography (any category)Silver
IntegratedIntegratedBronze
DigitalIntegrated digital campaignsBronze

Credits & Description:

Client: Loto Libanais
Advertising Agency: Impact BBDO, Beirut, Lebanon
Chief Creative Officer: Paul Shearer
Executive Creative Director: Ali Rez
Art Director: Bijoy Purayil
Creative Director: Sarah Berro
Associate Creative Director: Ben Griffiths
Copywriter: Rohan Kodialbail
Senior Art Director: Johannes Frederick De Beer
Designer: Ahmed Nawara
Web Developer: Mohammad Dohadwala
Developer: Divyesh Bhandari
Country: Lebanon
Published: February 2020
Synopsis:
Background: While lottery sales have been on the decline globally over the last few years, things were especially bleak in Lebanon. The number of young people playing the Lotto had dropped for the third year running, and Loto Libanais sales were down drastically. With an increasing debt crisis in the country, most of the Lebanese population were pessimistic about the future. They saw little opportunity to achieve their goals and ambitions. We needed to inspire the people to dream again, and encourage them to play the Loto!
Idea: We challenged the age-old practice of picking a lottery ticket with a number, and gave people a chance to enter the lottery with their dreams. We launched Dream Number - an online application where users could enter their dreams, to generate their very own unique lottery numbers. By designing a bespoke typeface in English and Arabic, with multiple number combinations embedded within each character, the application allowed users to create billions of number combinations, allowing them to enter the lottery instantly.
Results: We gave the people a new way to play the Lotto by launching the Dream Number online application which allowed users to enter their dreams and generate unique lottery numbers instantly. The ‘real’ dreams entered by users were then turned into our print campaign, which featured hidden numbers within the dreams. These user-generated ads captured the mood of the Lebanese people and gave them more reason to turn their dreams into a reality. We communicated our message with the help of digital billboards, that effectively showcased how real dreams were turned into lottery numbers. We also created social content and got the always-online youth of Lebanon excited about our new way to play.