Description: When somebody becomes rich, some acquaintances and distant, never heard of relatives suddenly appear and behave like they are your well wishers. This ad shows lottery winners insight by using the photography that Loto generally takes of its winners. In this picture, it’s crowded with the strangest close relatives that 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’.

Caption: New wealth, new family

Advertising Agency: Y&R Santiago, Chile
Executive Creative Directors: Álvaro Becker, Francisco Cavada
Head of Art: Emerson Navarrete
Creative Director / Art Director: Mauricio Muñoz
Art Director: Matías Cabrera
Copywriters: Cristián Montégu, Matías Anríquez
Photographer: Juan Velasquez
Retoucher: Masai Art Company