The One Show
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Category
Digital & Online / Ecommerce
Annual ID
OS_DM21_075M
About the Work
While lottery sales have been on the decline globally over the last few years, things were especially bleak in Lebanon. The number of young people playing the Lotto had dropped for the third year running, and Loto Libanais sales were down drastically. We were briefed to uplift lottery ticket sales with the added objective of building brand love.
We discovered that people were bored of playing the lottery, mainly because the way it is played has been the same forever. So we changed the game by challenging the age-old practice of picking a lottery ticket with a number, and gave people a chance to enter the lottery with their dreams.
Introducing Dream Number - an online application where users could enter their dreams, to generate their very own unique lottery numbers as derived from that unique dream itself. By designing a bespoke typeface in English and Arabic, with multiple number combinations embedded within each character, the application allowed users to create billions of number combinations, allowing them to enter the lottery instantly. Bespoke typefaces in both Arabic and English were created that would seamlessly convert in structure from words to numbers.
The campaign was a major hit for the brand, generating an uplift in sales and brand love. Within the first week, Loto Libanais received more than 100,000 entries. More than half of these converted to ticket sales. The campaign resulted in an incredible 70% spike in Loto Libanais website traffic, which saw dreams of all sorts being shared. Sales figures increased by 32%.
And of course: we had made playing the lottery fun again for everybody.
We discovered that people were bored of playing the lottery, mainly because the way it is played has been the same forever. So we changed the game by challenging the age-old practice of picking a lottery ticket with a number, and gave people a chance to enter the lottery with their dreams.
Introducing Dream Number - an online application where users could enter their dreams, to generate their very own unique lottery numbers as derived from that unique dream itself. By designing a bespoke typeface in English and Arabic, with multiple number combinations embedded within each character, the application allowed users to create billions of number combinations, allowing them to enter the lottery instantly. Bespoke typefaces in both Arabic and English were created that would seamlessly convert in structure from words to numbers.
The campaign was a major hit for the brand, generating an uplift in sales and brand love. Within the first week, Loto Libanais received more than 100,000 entries. More than half of these converted to ticket sales. The campaign resulted in an incredible 70% spike in Loto Libanais website traffic, which saw dreams of all sorts being shared. Sales figures increased by 32%.
And of course: we had made playing the lottery fun again for everybody.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Impact BBDO / Dubai
Art Director
Bijoy Purayil
Johannes Frederick De Beer
Associate Creative Director
Ben Griffiths
Chief Creative Officer
Paul Shearer
Designer
Ahmed Nawara
Editor
Rani Tannous
Executive Creative Director
Ali Rez
Joe Abou Khaled
Writer
Sarah Berro
Senior UI Designer & Developer
Divyesh Bhandari
Account Executive
Marie-Jo Issa
CEO
Dani Richa
Managing Director
Emile Tabanji
Web Developer
Mohammed Dohadwala
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