Everyone knows the lottery as a high-stakes long shot way to gamble. But what many people didn't know was that the lottery was spending the proceeds from their sales for admirable causes such as saving the environment. This campaign, featuring some of nature's finest critters, told the story of how the lottery uses its funds for good, and how nature appreciates it.
Awards: Cannes Lions, ADDY Awards (Best of Show), ADDY Awards (Gold), Clio Awards, London International Advertising Awards.
The campaign proved so popular that our bear hero was brought back the following year for an unexpected sequel: