Swiss Loto is a true institution in French-speaking Switzerland. But after years of a brand platform highlighting luxury and excess, it was time to modernize it all.

My creative angle was simple: at a time when it is more and more guilt-inducing to be wealthy (not that I know anything about wealth), why not associate winning the Lotto with the possibility of living life to the fullest? The life we ​​want to lead, with or without excess, with or without luxury, with or without 5-star hotels. It’s not about having, it’s all about being.