Loto: Loto

Credits & Description:

Alternative title: Rich People
Brand: LOTO
Brand POLLA
Agency: Y&R Santiago
CLIO MASTERING Santiago, Chile Production
ACCION FILMS Santiago, Chile Production
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
Gustavo Sousa Artist Photographer
Silvana Mercado Young & Rubicam Santiago Retoucher
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.