When the Lotto first hit South Africa, people lined up for blocks to buy their lucky ticket, choose their numbers and have a go at hitting the biggest jackpot the country had ever known. For years this phenomenon continued to gain iconic status as the average man’s best shot at becoming a multi-millionaire. But predictably over time, the fad levelled out. People recognised that the actual odds of winning ‘the big one’ were infinitesimally small. Devoted Lotto fans either slowed or completely stopped, their purchase of tickets. We needed to restore some faith in the lottery. So we made a point of saying that if you wanted any shot at all, you’d best buy a ticket. This campaign didn’t say your Lotto odds would get any better, but simply that you had to be in it to win it.