While Puerto Rico lives one of the worst economic crisis in history, the Powerball entered the market: a mega million lottery that is drawn among United States and its territories. Just one year after its inception, Powerball prizes have been won more than 10 times in Puerto Rico, an island of 100 x 35 miles.

So, everyone is dreaming of being the next Powerball winner. It’s news material, the talk of the town, and It’s trending topic.

We decided to change the usual approach to Lottery advertising. Instead of showing the material stuff you can do with your millions: expensive cars, mansions and luxury; we offered something more emotional and highly valuable in a society with one of the highest engagements rates in social media: LIKES.

The most powerful motivation in digital era, recognition, becomes the perfect way to show how life changes when you win millions.