Cannes Lions

Prince of the desert

SID LEE, Montreal / LOTO-QUEBEC / 2019

MP3 Original Language
MP3 Original Language

Overview

Entries

Credits

Overview

Background

Lotto Max :

A lottery offered in Canada. People can win between $40M to 60M each week.

Prince of the Desert:

A reference to the princes/princesses and kings/queens that are used in email scams to give a legitimate feel to ask for money

Execution

It is statistically proven that older people are caught more easily by email scams. In Quebec alone, thousands of these cases happen every year. Thankfully, Lotto Max was there to prevent Conrad C. Johnson from falling in one of the trickiest scams: the one where you inherit from a rich, foreign prince, if you send a couple thousand bucks.

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