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The Airport

Class Reunion

The Restaurant

The Lucky Numbers Campaign

creative concepy and idea / character development / script writing and art direction

Background/Brief:

Since 2002, With the growing succsess

of online gambling, The Lottery’s brand positioning was considered out of date.
The brand needed a new facelifting

visual identity along with an advertising aproach people could identify with

and love, rather than be skeptical about.

The Concept:

The millions relieve their owners from dependence. This insight led to build

a new narrative for the brand,

under the promise: “Justice, your way.”

The Idea:

The winning number balls were made into characters - a ridiculous team,

ready to punish the ones who abused

the potential millioner.

The TV ads:

The spots depict middle class people

in everyday moments of stress, abused by someone superior (employer, landlord, bank manager etc). All of which are situations they wouldn’t be subjected to, obviously, once they are millioners.
The moment they win the lottery
their seven lucky numbers come

into action.

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NIMROD MAIMAN

Creative / Design / Art Direction

creative concepy and idea / character development / script writing and art direction

Background/Brief:

Since 2002, With the growing succsess

of online gambling, The Lottery’s brand positioning was considered out of date.
The brand needed a new facelifting

visual identity along with an advertising aproach people could identify with

and love, rather than be skeptical about.

The Concept:

The millions relieve their owners from dependence. This insight led to build

a new narrative for the brand,

under the promise: “Justice, your way.”

The Idea:

The winning number balls were made into characters - a ridiculous team,

ready to punish the ones who abused

the potential millioner.

The TV ads:

The spots depict middle class people

in everyday moments of stress, abused by someone superior (employer, landlord, bank manager etc). All of which are situations they wouldn’t be subjected to, obviously, once they are millioners.
The moment they win the lottery
their seven lucky numbers come

into action.

creative concepy and idea / character development / script writing and art direction

Background/Brief:

Since 2002, With the growing succsess

of online gambling, The Lottery’s brand positioning was considered out of date. The brand needed a new facelifting

visual identity along with an advertising aproach people could identify with

and love, rather than be skeptical about.

The Concept:

The millions relieve their owners from dependence. This insight led to build

a new narrative for the brand,

under the promise: “Justice, your way.” The Idea:

The winning number balls were made into characters - a ridiculous team,

ready to punish the ones who abused

the potential millioner.

The TV ads:

The spots depict middle class people

in everyday moments of stress, abused by someone superior (employer, landlord, bank manager etc). All of which are situations they wouldn’t be subjected to, obviously, once they are millioners. The moment they win the lottery their seven lucky numbers come

into action.

of online gambling, The Lottery’s brand positioning was considered out of date.
The brand needed a new facelifting

under the promise: “Justice, your way.”

The Idea:

in everyday moments of stress, abused by someone superior (employer, landlord, bank manager etc). All of which are situations they wouldn’t be subjected to, obviously, once they are millioners.
The moment they win the lottery
their seven lucky numbers come