The making of the Gosloto campaign for Sheremetevo

Coming up with the arch concept

Flying+numbers:

Lottery-focused approach

Should we put lottery balls with lucky numbers overhead? So you can literally touch your luck?

Lottery balls=balloons:

No, no, and no.

Jeans?

Olympic pedestal?

Airport?

Horse shoe?

How about “Luck is like a piece of glass: fragile yet real?”

Guys scanning passersby for a potential lottery winner?

Oh yeah, baby. Just get a gal instead of dudes.

Getting rid of Beeline-ish look, taking pictures of a model, and voilà.

Baggage “sleeve” conveyor.

Are you thinking the same thing we did when we first looked at the luggage “sleeve”—It’s sooo like a lottery drum for there’s always something coming from it, yet you never know what will be the next.

For example, let’s roll some lottery balls down:

Or lottery balls mixed with assorted luggage.

Or launch a special suitcase on the carousel:

We could also draw different types of duffels, hard cases, and other standard traveling bags with a specified amount of win-money you could fit in each:

Straight-forward approach:

Or, say, the “sleeve” is not a sleeve at all, but a giant python:

Or a pipe:

Or pea-pods:

Or fishes:

Ok, it’s time to admit we need to issue another weekend homework assignment to our designers and wait for what they come up with.

Here are the results:

Obviously, the same x-ray idea came to several people’s mind.

Some more:

Fridge concept. You won big, took the first flight out, had time only to scribble a goodbye-note:

And finally the winner! The good fortune slides down the belt right into your hands. The reversed perspective and suitcases will come later:

Drawing, rendering, editing, rendering, and sending to production.