Swedish Lottery Catapults Struggling Street Musician Into Outer Space

Proving there's an audience for everyone

You’re playing a weird sci-fi guitar-thing in the subway and at open mics, but your squeaky-freaky tunes won’t catch on.

Bummer. Have you considered taking a chance on Eurojackpot from the Swedish Lottery?

You might win enough krona to blast into space and delight an extraterrestrial audience.

It’d be a win-win, removing a godawful ear-itant from Planet Earth!

You know, after a few thousand light-years, that tune kind of grows on you. Encore!

“With this campaign, we want people to think beyond the reasonable fantasies of everyday life,” says client marketing chief Ulrika D’Afflitto.

Jocke Åhlund composed the geeky electronic soundtrack. Artist Love Hultén designed the retro-futuristic twin-necked ax. (Which they should market for real so I can irritate my neighbors.) And director Henrik Sundgren framed the relatable fable with colors and sounds that really pop.

Nord DDB and Rio developed the work, which drops today across TV, radio, social and outdoor.