The University Lottery
Blue warning
About the project
How do you gain the attention of Icelanders? With a weather warning!
For the last 90 years the University Lottery has delivered millions to lucky Icelanders, while building up the facilities of the University of Iceland with the proceeds.
For this campaign we wanted to increase the number of participants in the lottery and introduce them to a monthly storm of millions. All Icelanders are familiar with the weather warnings issued by the Icelandic Meteorological Office, that range from yellow to orange to red, depending on the severity of the weather. We introduced a new type of weather warning – The blue warning.
The evening news weather report was the ideal timing for these light-hearted bulletins and we got the talented actor Gísli Örn to play the likable weatherman that gets stuck in storm of millions. He encourages Icelanders to tie down their trampolines and buy tickets for the lottery.
Goal
To reach lucky Icelanders that want to support the continued expansion of the University of Iceland and have the possibility to win millions while doing it.
Design
The look of the TV commercials was in the spirit of old school news weather updates.
The environmental billboards and web material was more modern, focusing on human faces in the eye of the storm.
Conclusion
A blue warning is better than yellow, orange or red!
People's faces were blown away by the severe weather.
In the eye of the storm
The severe wind of the blue warning was on full display where a windfall of million could be coming their way.
As it got warmer, the weather warning became different and was now ultraviolet.
Next project
@ Hér&Nú 2025
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