The making of the Gosloto campaign for Sheremetevo

Overview   Process   Real Life  

Coming up with the arch concept

Flying+numbers:

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Lottery-focused approach

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

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Lottery balls=balloons:

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No, no, and no.

Jeans?

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Olympic pedestal?

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Airport?

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Horse shoe?

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

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Guys scanning passersby for a potential lottery winner?

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

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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:

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Or lottery balls mixed with assorted luggage.

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Or launch a special suitcase on the carousel:

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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:

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Straight-forward approach:

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

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Or a pipe:

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Or pea-pods:

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Or fishes:

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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:

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

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Some more:

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

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

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


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