The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2024 One Show - Radio & Audio-First

You can buy a radio station

Agency Havas Gurisa / Montevideo + Cienfuegos / Montevideo + Plus / Miami + Poncho Films / Montevideo

Client Loterías y Quinielas del Uruguay
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Annual ID

OS24_RA017M

About the Work

“The Grand Uruguayan Lottery” is Uruguay's historic lottery, every year, it gives away more than US$4,000,000 in prizes. With all the jackpot money, Uruguayans get to buy several houses, cars, yachts, or even radio stations.

Based on this insight, we created a specific radio add piece for various radio broadcasters. In these pieces, a supposed winner of the lottery tells that he has bought the respective radio broadcaster after winnning “The Grand Uruguayan lottery”. The winner goes on to explain what “changes” he will soon make on the radio station as the new owner.

After years of stagnation, sales of “The Grand Uruguayan Lottery” increased 28%. The winners live announcement was the most watched TV show of the month.