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EuroMillions: What Kind of Millionaire Would You Be?
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Following a competition pitting it against four other agencies, Parisian agency Romance was selected by Française des Jeux, the operator of France's national lottery games, to reposition its EuroMillions brand and build a new communication territory centered on the value of sharing. Set in a context where, today, French people are no longer dreaming of just amassing money, preferring instead to give more meaning to what they consume, EuroMillions' new tagline - "What kind of millionaire would you be" - champions a less ordinary and superficial relationship to winning big. The first film of the saga, created by Romance, focuses on a group of friends sharing their dreams if they were to win big – giving to charity, going to space, giving back to the environment.
Romance President : Christophe Lichtenstein Related |
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