# Luxe Origami Lottery Ads The Lotto 'What Would You Do?' Campaign is Happily Surreal By Meghan Young | Published 2012-11-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/lotto-what-would-you-do References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/11/lotto-hammock-boat-sphinx/) & [ddb](http://www.ddb.com) The [Lotto 'What Would You Do](https://www.trendhunter.com/trends/bottle-lotto-sweepstakes)?' ad campaign creatively envisions what some people might do with a winning ticket. Whether it is living the rest of their days swinging from a hammock on a tropical beach or buying a luxury yacht, people would have a very fun time figuring out how to enjoy every last penny. Conceived and executed by the [DDB](https://www.trendhunter.com/trends/cargurus-latest-ad) ad agency branch based in Auckland, New Zealand, the Lotto 'What Would You Do?' ad campaign may been surreal, but that is exactly how it feels to win such a ridiculous amount of money. Art directed by Toby Morris, Scott Maddox and Brett Colliver with photography by Steve Boniface, the images revolve around [lottery ticket origami creations](https://www.trendhunter.com/trends/clash-royale). ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 75% | Activity: 45% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Creative Lottery Advertising:** Opportunity for advertising agencies to create unique and imaginative campaigns for lotteries. - **Surreal Imagery in Advertising:** Chance for creative agencies to use surreal visuals to capture attention and convey messages. - **Fantasy Lifestyle Promotions:** Potential for brands to offer fantastical experiences or products as part of marketing campaigns. ### Where This Applies - **Advertising:** Opportunity for advertising agencies to capitalize on the demand for innovative and captivating campaigns. - **Lottery:** Possibility for lottery companies to adopt creative advertising strategies to attract and engage new customers. - **Luxury Goods:** Potential for luxury brands to collaborate with lotteries and offer exclusive experiences or products to winners. ## Related on Trend Hunter - [Reality-Bending Car Ads](https://www.trendhunter.com/trends/cargurus-latest-ad.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.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 Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Artful Illusory Ads](https://www.trendhunter.com/trends/illusion-artwork.md) - [House Party-Themed Campaigns](https://www.trendhunter.com/trends/hiders-keepers.md) - [Celebratory 3D Illusion Billboards](https://www.trendhunter.com/trends/adidas-dubai.md)