“New wealth, new family” Advertising Campaign

When somebody becomes a millionaire, it doesn’t take long for some very strange ‘close friends’ and ‘distant relatives’ to suddenly appear. We show this lottery winners insight by using the typical photography that Loto takes of its winners. But here, it's crowded with the strangest close relatives that our winners had probably never seen before. They come dressed up like the winner to pretend they are relatives and therefore the winner suddenly discovers he has a ‘new family’.

Retouching focuses on matching skin tones, lighting, and texture, ensuring all subjects coexist naturally within the same scene. The lighting is soft and diffused, studio-like, with slightly desaturated color grading that adds a nostalgic tone.
The oversized check acts as both a visual and narrative anchor, seamlessly integrating branding and message into the composition.

This professional campaign titled 'Gothic, Redneck, Unemployed' was published in Chile in March, 2018. It was created for the brand.

Region/Campaign: Chile – Loto “New wealth, new family”
Agency: Y&R Santiago, Chile