One of the most creative ads by Loto is refering to the moment when somebody becomes a millionaire, and it doesn’t take long for some very strange ‘close friends’ and ‘distant relatives’ to suddenly appear. Lottery winners are shown by using the typical photography that Loto takes of its winners. But instead, it’s crowded with the strangest close relatives that winners had probably never seen before. They come dressed up like the winner to pretend they are relatives and therefore the winner suddenly discovers he has a ‘new family’.
Most of the ads focus on the manipulation of journalists by Vladimir Putin’s government, showing human rights abuse in the Russian media landscape.