This campaign for Lottery of Life outlines the differences between North American living and the third world lifestyle. The contrast is shocking, with print ads cleverly depicting two locations that seem similar, but have very different things going on.
An example includes a woman running by a field to get exercise as opposed to a man running by a field to escape an attack. The Lottery of Life campaign also boasts an interactive website with a "game."
Developing Country Comparisons
The Lottery of Life Makes you Ponder Your Existence
Trend Themes
1. Contrasting Lifestyles - Exploring the disparities between living conditions in developed and developing countries presents opportunities for disruptive innovation in areas such as sustainable development and social entrepreneurship.
2. Awareness Campaigns - Using creative print ads and interactive websites to raise awareness about global inequalities can prompt societal change and inspire innovative solutions to address issues such as poverty and access to basic needs.
3. Empathy Marketing - Utilizing empathetic storytelling and immersive experiences in marketing campaigns can create emotional connections with consumers, opening doors for disruptive innovation in sectors such as CSR (corporate social responsibility) and philanthropy.
Industry Implications
1. Social Impact - The disparities highlighted in the Lottery of Life campaign present opportunities for disruptive innovation in organizations focused on social impact, such as non-profits and impact-driven startups.
2. International Aid - The campaign's emphasis on the stark differences between North American living and the third world lifestyle can spur disruptive innovation within international aid organizations, leading to new approaches in addressing poverty and inequality.
3. Advertising and Marketing - The creative approach taken by the Lottery of Life campaign opens doors for disruptive innovation in the advertising and marketing industry, encouraging brands to leverage their platforms for social good and awareness.