The brief was to find a locally relevant insight that would communicate the after-effects of winning the lottery. We needed to boost lottery sales by reminding people that the joy of winning the lottery is compounded by when people spread rumors about how you got rich.

These unique illustrations are highly detailed caricatures of the typical Lebanese lifestyle in four different settings: the beach, the locker room, the salon, and the office. Nuances such as the hookah, the gold chain, the Arabic beach magazine, the reference to Saudi football teams, all connect with local insights.

The poster campaign contributed to a ticket sales increase of 12% during its run.