You can buy a Media Loterías y Quinielas del Uruguay

Insight

Unfortunately, anyone can win the lottery. Even someone with poor taste.

Idea

To emphasize that anyone can win the lottery, even someone with poor taste, we tricked all of Uruguay into believing that the winner of the Grand Uruguayan Lottery had used the money to take over all of the country’s media. Our character, a self proclaimed media mogul, spread his poor taste on the country’s major tv and radio channels. After a few weeks, we let in the public on the joke that ‘unfortunately anyone can win the lottery».