Lotería de la Ciudad

Brand Relaunch Campaign


La Quiniela is the emblematic City Lottery Game. However, there is a lack of knowledge about the destination of the funds raised from the game. This generated a lack of awareness about the importance of betting in the official pool. It was necessary to make people aware of the positive impact that gambling taxes have on the development of government works and actions.



We designed a campaign called “What you play, comes back” that aimed to show everything that was being done with the funds raised from legal gambling in the Autonomous City of Buenos Aires. We launched a mass media campaign that included TV spots, radio, public roads, social networks, YouTube Ads and posters at points of sale. The result was an increase in legal gambling in the city and a change in perception on the part of users.