This is a promotional campaign that invited people to come up with creative lottery tickets so they could get a chance at winning a full scholarship at Panamericana Art and Design School. It was based on a simple insight: if all lottery bets have the same statistical chance at winning, why not bet on something different from luck or superstition—why not bet on creativity? The most creative ticket won the scholarship.

We created a website where people could place their bets in a simple, playful way: by drawing on a virtual lottery ticket. Our action took place during a period in which everybody was talking about the New Year’s lottery in Brazil. To inspire people, we came up with creative lottery tickets as examples: a music note, a smiley face, a boat, Pac-Man, etc. When creating their own tickets, people could name their art (or ticket) and get a chance at winning a full scholarship at Panamericana Art and Design School. The website remained online until the drawing started. Then, after 2 weeks, we announced the winner.

More than 400 valid tickets were created through the website. Four of them got 4 out of 6 winning numbers, and one of them got 5 out of 6 winning numbers. We used these results to prove the school’s point: if every lottery ticket gets the same chance at winning, why not bet on your creativity, on your talent, and study at Panamericana? Traffic at the promotional website was 10 times higher than at the school’s website—it even helped drive traffic to the school’s home page, which is excellent during the enrollment period. The number of enrolled students went up by 15% compared to the same period in the previous year.