Paga Todo Paga Millonario: This Dream Deserves a Chance

In Colombia, people work some of the longest hours in the world, yet earn very little in return. In fact, many work so hard that they fall asleep at their desks, during lunch breaks, or on the long commutes between jobs.

From this insight, we created a digital campaign called: "This Dream Deserves a Chance", to promote Paga Todo’s lottery ticket: Paga Millonario.

We turned those moments when effort takes its toll into an invitation for people to try their luck, and win the kind of money that could help them start living the life they’ve always dreamed of.