CONTEXT
When you talk about Loto or Euromillions to french people, they usually know how to play, even if they never did. 6 numbers to pick, easy. But when it comes to Keno, question marks pop above heads. The problem : Keno has its faithful players but the game struggles to get new ones.
INSIGHT
The risk of playing a game they don’t understand quickly worries and slows down the potential players, but Keno’s rules allow makes the game more interesting
IDEA
Compare the « controled » risk of playing Keno with a true risk that has zero chance to happen. With 3 « movie theme » shorts ads we were able to show the excitment of the game and its major rules in few seconds.
MY ROLE IN THE CAMPAIGN
Art director & copywriter with Maoré Vallejo