Lottery winners in Vietnam fear for their winnings when family, friends and people they vaguely know find out about their windfall. Which is why they often hide their identities by wearing a mask.


We turned masks into a symbol of winning by creating a brand new one. We launched the campaign with a spot that features a young lottery winner being chased by hordes of people, with the mask finally coming to his rescue. The campaign also came to life with an on-ground event and across social media.


1. We had a boost in sales with over 44,000 tickets being sold at the activation alone.
2. There were 12,000 interactions with the activation booth.
3. The campaign had a total user reach of over 13 million on social media.