Publicis JimenezBasic’s new game #ArtLotto raises awareness of Filipino art with social media
Publicis JimenezBasic Philippines has created a game for the E. Zobel Foundation to raise consciousness for Filipino art.
Introducing #ArtLotto, a lottery where you didn’t have to buy a ticket to play. All you needed to do was look for any form of art, take a photo or video, and post it on social media, hashtag artlotto. Every entry was assigned a lotto number drawn electronically for the jackpot money. Entries were aggregated in a site that also served as an online gallery of Filipino art. Turning Filipinos into ambassadors of Filipino art and turning every month into an art consciousness month.
“Let’s face it. Majority of our population lives below the poverty line. Turning our people into sudden art patrons was just not being realistic,” says Trixie Diyco, Executive Creative Director of Publicis JimenezBasic. “By making the act of appreciating art a ticket to a lottery jackpot, ArtLotto got more Filipinos to at least stop and say, hey, that’s art.”
The campaign gathered over 18,000 entries from all over the Philippines, reached over 61 million users, and got the nation talking on TV, on print, and in blogs. It sparked debates and discussions on social media and earned the overwhelming support of the country’s most influential artists: visual artists, writers, dancers, actors, musicians, filmmakers, educators, art groups, including celebrities
“The best thing that happened in #ArtLotto is that it raised art consciousness among people from all walks of life,” says Cannes Film Fest Best Director Brillante Mendoza.
The campaign reached a climax last January, with the draw of the first-ever #ArtLotto. Julie Tilos, a mom and a sales girl, won the jackpot.
