Loto is a game of chance brand that until 2018 advertised all the banal and material things you could do and buy being a millionaire. As a follow up of the “You’re already rich” campaign, wich reminded the daily luxuries that life gives you, we continued this concept, but this time, we fixated on the date when we gained something valuable and unforgettable. Milestones related to important dates of each person. Like the birth of your child, a championship win of your favorite team, the date of your marriage, etc.

Loto makes you a millionaire when you get six numbers.

Our finding: dates have 6 numbers.

Example: 21/06/19

English: “You’re already rich” / Spanish: "Ya eres millonario"

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