# Instant Vacation Advertising DDB Lotto 649 Campaign Transforms Everyday Items Into Getaway Gear By Amelia Roblin | Published 2011-01-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ddb-lotto-649 References: [adsoftheworld](http://adsoftheworld.com/media/print/lotto_649_chair) & [ddbcanada](http://ddbcanada.com/) I've always wondered what it would feel like to win the lottery, and I'm quite sure this experience is captured perfectly in these [DDB](https://www.trendhunter.com/trends/cargurus-latest-ad) Lotto 649 ads. Designed by the [Canadian advertising agency](https://www.trendhunter.com/trends/make-special-happen), these [transforming prints](https://www.trendhunter.com/trends/3d-billboards) suggest your average office Joe can go from a cubicle to the Caribbean with a simple purchase of a lottery ticket and a fortuitous pick of the final numbers. As pictured in the DDB Lotto 649 campaign, oxfords transform into flip-flops and a swivel chair becomes a poolside lounger. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 80% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Lottery-inspired Marketing:** There is a disruptive innovation opportunity in creating marketing campaigns that inspire people to imagine the possibilities of winning the lottery. - **Transformational Advertising:** Creating an advertising campaign that transforms everyday items into aspirational vacation gear presents a disruptive innovation opportunity. - **Experiential Marketing:** There is a disruptive innovation opportunity in creating marketing campaigns that provide a visual and immersive experience that taps into people's aspirations and emotions. ### Sectors Adopting This - **Advertising:** The advertising industry can benefit from creating campaigns that tap into people's aspirations, emotions and imaginations. - **Lottery:** The lottery industry can benefit from partnering with advertisers to create campaigns that inspire people's imagination and promote the possibilities of winning big. - **Travel and Hospitality:** The travel and hospitality industry can benefit from leveraging experiential marketing tactics to showcase their offerings and provide aspirational vacation experiences. ## Related on Trend Hunter - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Playful QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-campaign-1.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Deserted Island Billboards](https://www.trendhunter.com/trends/silk-spice1.md) - [Ice Cream-Inspired Campaigns](https://www.trendhunter.com/trends/dairy-queen-canada.md) - [Reality-Bending Car Ads](https://www.trendhunter.com/trends/cargurus-latest-ad.md) - [Card-Style Game Soda Campaigns](https://www.trendhunter.com/trends/bottle-lotto-sweepstakes.md) - [Traveling Fine Art Campaigns](https://www.trendhunter.com/trends/get-out-there.md)