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National Lottery (Ithuba) | Numbers · Responsible gaming
An award-winning film that reframed responsible play in a relatable, human way.
WinnerWorld Lottery Association: Best Responsible Gaming Advertising.
WinnerWorld Lottery Association: Best New Media Advertising.
The National Lottery needed to land a crucial message: while Lotto brings excitement and possibility, it should always be played responsibly. Numbers are all around us, but they should never consume us.
Encourage responsible play without diminishing the thrill and optimism that Lotto represents, balancing a serious message with a creative execution that resonates with a broad audience.
A simple, universal truth: numbers are everywhere, from clocks to calendars, prices and patterns. They shape our lives, but they should never control them. We collaborated with renowned South African poet Makhafula Vilakazi, whose spoken word gave the message authenticity and gravitas in a distinctly South African voice.
The film was shot entirely on LED screens, creating immersive digital worlds without physical sets. Each scene shows how numbers weave through everyday life, making responsible play feel like wisdom rather than restriction.
Remember, it’s only a game.
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