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  • AWARDS :
    FINALIST
  • SUB CATEGORY :
    BEST USE OF FICTION FILM
  • COMPANY ENTERING :
    IMPACT BBDO DUBAI, DUBAI
  • ENTRY TITLE :
    GOODBYE BAD LUCK
  • BRAND :
    LOTO LIBANAIS
  • ADVERTISER :
    LA LIBANAISE DES JEUX
  • AGENCY :
    IMPACT BBDO DUBAI, DUBAI
  • EXECUTIVE CREATIVE DIRECTOR :
    FADI YAISH
  • COPYWRITER :
    GUSTAVO GAMARRA
  • ART DIRECTOR :
    DANIEL CORREA
  • ASSISTANT ART DIRECTOR :
    VICTOR FARIAS
  • AGENCY DESIGNER :
    MOHAMED SAID
  • AGENCY PRODUCER :
    EMILIE HADDAD
  • FILM PRODUCTION COMPANY :
    BIG KAHUNA FILMS, DUBAI
  • DIRECTOR :
    MAGED NASSAR/TAMEEM YOUNES
  • CINEMATOGRAPHER :
    RICARDO PLATES
  • EXECUTIVE PRODUCER :
    EDDY RIZK
  • POST-PRODUCTION COMPANY :
    SERENA, DUBAI
  • EDITOR :
    ALAVARO DEL VAL
  • COLORIST :
    ROMAN PEREGON
  • POST PRODUCER :
    CLAUDIO EMILIO FERRANTE
  • SOUND PRODUCTION COMPANY :
    EARDRUM, SYDNEY
  • CAMPAIGN SUMMARY :
    THE YEAR STARTED WITH A DROP IN WEEKLY TICKET SALES FOR LOTO LIBANAIS. PEOPLE WOULD PLAY MORE, IF WE COULD MAKE THEM FEEL LUCKIER. IN LEBANON, PEOPLE BELIEVE BLACK CATS BRING BAD LUCK. SO, LOTO LAUNCHED A PR FOCUSED CAMPAIGN TO FLY THEM OUT OF THE COUNTRY. OUR STUNT KICKED OFF THROUGH NATIONWIDE PRESS, OUTDOOR AND RADIO. LOTO VANS AND WORKERS WITH PET CARRIERS WERE ALSO PLACED ALL ACROSS THE STREETS OF LEBANON. A VIDEO WAS THEN LAUNCHED SHOWING THE BLACK CATS FLYING OUT OF LEBANON TO NEW ZEALAND, WHERE THEY’RE ACTUALLY CONSIDERED TO BRING GOOD LUCK. AFTER WE HAD A WINNER, WE REVEALED ONE TINY DETAIL: THE BLACK CATS NEVER LEFT LEBANON. IN THE VIDEO, WE SEE HOW LOTO COLLECTED THE CATS AND FLEW THEM TO A 5-STAR HOTEL & RESORT IN NEW ZEALAND, WHERE THEY HAD THE TIME OF THEIR LIVES GETTING PAMPERED BY TOP CHEFS AND MASSEUSES. THE RESPONSE WAS IMMEDIATE. IN A POPULATION OF 4 MILLION PEOPLE, OUR VIDEO HAD OVER 1.5 MILLION VIEWS ON ITS FIRST WEEK, MAKING OVER 56 MILLION IMPRESSIONS FROM SOCIAL MEDIA AND PR ALONE; BECOMING THE MOST SHARED VIDEO ON FACEBOOK ON THE DAY OF ITS LAUNCH AND THE MOST TRENDING TOPIC IN LEBANON. LOTO HAD A 21% SALES INCREASE BY CONVINCING AN ENTIRE NATION THAT THEY COULD WIN.
  • THE BRIEF :
    LOTO IS ALL ABOUT LUCK. BUT IN 2015, PEOPLE IN LEBANON JUST WEREN’T FEELING VERY LUCKY. THE YEAR STARTED WITH A DROP IN WEEKLY TICKET SALES FOR LOTO LIBANAIS. OUR GOAL WAS TO MAKE PEOPLE IN LEBANON FEEL LUCKIER. THIS WAY, THEY WOULD PLAY MORE LOTO, FREE OF ANY BAD LUCK. OUR CAMPAIGN WOULD HAVE TO BE EFFECTIVE ENOUGH SO THAT PEOPLE WOULD ENGAGE, SHARE AND TALK ABOUT IT ACROSS DIFFERENT MEDIA PLATFORMS.
  • THE STRATEGY :
    IN LEBANON, PEOPLE BELIEVE BLACK CATS BRING BAD LUCK. SO, LOTO DECIDED TO FLY THEM OUT OF THE COUNTRY, LAUNCHING A CAMPAIGN THAT WOULD STIR UP AUDIENCE CONVERSATION ON THE SUBJECT. OUR CAMPAIGN NOT ONLY DIRECTLY GRABBED THE ATTENTION OF OUR TARGET BUT STARTED A WHOLE CONVERSATION ON THE CONCEPTS OF LUCK AND SUPERSTITION. CONSEQUENTLY, THE BRAND’S SOCIAL MEDIA PLATFORMS BECAME A HUB FOR CONVERSATION AND ENGAGEMENT AROUND OUR CAMPAIGN. THE CONCEPT OF LUCK WAS HEAVILY TRENDING ACROSS THE MEDIA AS LOTO SALES INCREASED WITHIN A SHORT TIME FRAME.
  • THE EXECUTION :
    STARTING WITH NATIONWIDE PRESS, OUTDOOR AND RADIO, THE CAMPAIGN FOLLOWED WITH A VIDEO SHOWING THE BLACK CATS FLYING OUT OF LEBANON TO NEW ZEALAND, WHERE THEY’RE ACTUALLY CONSIDERED TO BRING GOOD LUCK. AFTER WE HAD A WINNER, WE REVEALED ONE TINY DETAIL: THE BLACK CATS NEVER LEFT LEBANON. IN THE VIDEO, WE SEE HOW LOTO COLLECTED THE CATS AND FLEW THEM TO A 5-STAR HOTEL & RESORT IN NEW ZEALAND, WHERE THEY HAD THE TIME OF THEIR LIVES GETTING PAMPERED BY TOP CHEFS AND MASSEUSES.
  • THE RESULT :
    THE RESPONSE WAS IMMEDIATE. IN A POPULATION OF 4 MILLION PEOPLE, OUR STUNT HAD OVER 1.5 MILLION VIEWS ON ITS FIRST WEEK, MAKING OVER 56 MILLION IMPRESSIONS FROM SOCIAL MEDIA AND PR ALONE; BECOMING THE MOST SHARED VIDEO ON FACEBOOK ON THE DAY OF ITS LAUNCH AND THE MOST TRENDING TOPIC IN LEBANON. LOTO HAD A 21% SALES INCREASE BY CONVINCING AN ENTIRE NATION THAT THEY COULD WIN.