LOTO®: Free Spirit
For this latest campaign, LOTO® has sought to bring French players back to the basic appeal of the game: the freedom than winning can bring. Since a big win allows people to think about travelling, buying a house, buying a car (or three), etc., the real appeal of winning the LOTO® is being able to live free and breathe easy.
Perfectly capturing this feeling of freedom, the ad video plays on the theme of a road movie, buoyed by classic rock track "Born to be Wild" (Steppenwolf). Unforgettable as the main soundtrack to "Easy Rider", the song has been re-interpreted for the campaign with a healthy dose of humour.
Taking the 'road movie' off the wall
The video follows two young office employees on their lucky day, bringing the road movie metaphor into full view as the two heroes escape their day jobs by hopping on their 'choppers' (office rolling chairs) and speeding away.
This film sees LOTO® shifting the emphasis of its campaign, moving away from the material to focus on emotional gains - showing the richness of feeling that comes from winning the draw.
Combining the epic and the humorous, the ad spot seeks to bring French public a little moment of joy. The production was handled by Tom Kuntz, a director of international renown whose previous work includes projects for Axe, Heineken and Old Spice.
Advertising Agency: BETC, Paris, France
AGENCY MANAGEMENT: MARIELLE DURANDET, FRANÇOIS BROGI, QUENTIN DERVISO
EXECUTIVE CREATIVE DIRECTOR: STÉPHANE XIBERRAS
CREATIVE DIRECTOR: OLIVIER APERS
ART DIRECTOR: JEAN-MICHEL ALIROL
ASSISTANT AD: PIERRE ORIZET
COPYWRITER: DOMINIQUE MARCHAND
TV PRODUCER : ISABELLE MENARD
MUSIC CREATIVE DIRECTOR: CHRISTOPHE CAURRET
PRODUCTION HOUSE: SMILE UNLIMITED / MJZ
SOUND PRODUCTION: GUM
DIRECTOR: TOM KUNTZ
CHIEF CAMERAMAN: JO WILLEMS
FILM EDITOR: GAVIN CUTLER
POST PRODUCTION: MIKROS IMAGE