The National Danish Lottery / Integrated Campaign

Danish Lotto is on a mission to bring excitement back into Christmas - particularly the predictable, boring gift giving. So we created Lotto Gift Wrap: Lotto tickets the size of wrapping paper that could make all gifts exciting.

The wrapping paper was sold online and at shopping malls all across Denmark.

TV ads illustrated how the wrapping paper could save even the most boring gifts and rival your very best intentions.

Every outdoor ad also worked as real Lotto tickets with individual cash prizes.

To win, all you had to do was get there first and scan the gift wrap with the Lotto app.