New York Lottery "Car, Skier, Tub"

This set of print ads, that will also be used for an outdoor campaign, is another example of a great use of a minimalistic approach. Created by DDB New York for the New York lottery, each ad shows classic examples of lottery winners dreams; a luxury car, a jacuzzi in a beautiful landscape and the having the means to enjoy a skiing holiday. These scenes are juxtaposed with absurd musings on random topics. It is only when the consumer reads the tagline "What would you think about when you wouldn't have to think about money?" that the message is finally communicated.

Creating an ad for a lottery can be remarkably easy, the product you're attempting to sell is entirely desirable and there will always be a demographic who will continue to play each week in attempt to realise their aspirations. However, the tagline appeals to those who may not currently play, offering the viewer a life free from the worries associated with money. Ray Oranges created the artwork for this campaign and I feel the clean lines of his design allows the user to easily imagine what situation they would like to be placed in given they won the prize.