Created by Santiago-based ad agency Grey, the Toto 3 campaign was art directed by Fernando Muñoz and Miguel Angel Cerdeira with creative direction by Carlos Guerra Oviedo. Illustrated by Lamanoestudio, the posters are minimal, colorful and funny.
The Toto 3 campaign shows that people are still people no matter how much money they have. Nevertheless, it provides a funny twist with the tag line, "The same problems, with more money." This statement implies that everything is made better with money, especially when it comes to everyday setbacks like a broken light bulb or stepping in chewing gum -- common events that are entirely unavoidable. First and foremost, lottery winners can now afford to pay someone else to take care of these problems.