Grand Prix winner combines creativeness and responsibility

On Wednesday night, at the Closing Event of the Congress, the jury revealed which of the advertisement entries in the EL 2011 Advertising Awards had made the greatest impression on them. The Grand Prix 2011 went to the National Lottery of Belgium’s advertisement Creating chances together.



- In the advertising jury, we had a lively conversation about what is regarded as good advertising in the national lottery business. Is good and creative advertising responsible enough and is responsible advertising good enough?, said member oh the jury, Eka Ruola before announcing the winner.

According to the jury, the winning advertisement succeeded in the difficult task of combining creativeness and responsibility.

- This ad manages to create feelings and still be true to its purpose. It highlights that the real beneficiaries are us ordinary people; communities, children in our societies, musicians, sportspeople etc. The jury saw this film as one of those that are larger than life: big message, big drama, big idea, and big film.

The National Lottery Belgium’s ad also belonged to the congress guests’ favourites, since it ranked among the top three in the Corporate Image category in the pre-votes.  

The members of the jury were Jaana Haapala, Partner & Strategy Director of FOLK Finland, Terri La Fleur, Founder & President of TLF Publications, and Eka Ruola, Executive Creative Director of Hasan & Partners and Secretary of Jury Ari Tuuli, Development Manager of Veikkaus’ Brand & Marketing Communications.