A TVC and video series for a new national lottery, built around everyday Malawian moments rather than a grand promise of riches.
Come up with a concept for a TVC for a new lottery company called Zonse Lotto, and shoot the TVC and how-to-play videos for all five of their games.
We cast the TVC in a way that let us recycle some of the content for the how-to-play videos, creating synergy across all the video output. We developed the concept “Zizindikiro Zizakhalapo”, meaning “there will be signs”. The TVC featured subtle, relatable, everyday ways someone might spend disposable income: random grocery shopping, ordering several meals at a restaurant, buying a car, the kind of things regular Malawians would spend on if they won the lotto.
The idea was not to sell a grand dream but something relatable, which aligned with the launch of the lottery games themselves: they did not promise vast sums of money at inception, but wanted to grow together with their players.
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