Using the buzz around the New Year's Lottery (with an $80 million prize), we invited people to bet on something different than luck or suppersticion.
If all the bets has the same chance statistically, why not bet on creativity? Instead of numbers, art. Instead of a ticket, a canvas. Instead of randomness, talent.
We placed creative bets for real and used them as press kits and takeaways. And offered to the most creative ticket a 100% scholarship at Panamericana.
On the website campaign, people could come up with creative tickets and place their bet to apply to the scholarship. More than 400 creative bets were placed. Three got 4 out of 6 winning numbers. And one of them got 5 out of 6.
We used these results to prove the school's point: if the chances are the same, why not bet on your creativity, ou you, and study at Panamericana.
A book with the most creative, beautiful, clever tickets was developed to promote the school.
Executive Creative Directors:Bruno Prosperi, Renato Simoes
Creative Directors:Pernil, André Gola
Digital Creative Director:Luciana Haguiara
Art Director:Renato Butori
Digital Producer:Fernando Boniotti
Project Manager:Paulo Bazeggio
Information Architecture:Vanessa Marques
Interface Designer:Caroline Kayatt
Account team:Isabela Crestana, Camila Sardinha
Digital Production Company:The Goodfellas