In the pitch briefing, the daily lottery Lucky Day asked us to come up with a new proposition to distinguish the brand from the lottery clutter. To do that, we’d claim a very specific time stamp where your life could go from good, to amazeballs:

At 19:00, you know it.

In the hero video, we see a fellow in a closing car dealership. He really takes his time, and you wonder why. Clearly, the salesman wants to go home. But no. Lock the door. It’s all about the tension, because at 19:00, you know if you’ve won.