Ambitious by nature
Driven by creativity
Thrilled by innovation

EuroDreams
Where small dreams bloom, every month

Le projet

Context

20 years after the launch of EuroMillions, FDJ and eight other national lotteries are launching the first Europe-wide cash game.
The prize: 20,000 euros a month for 30 years!
With this game, the lotteries are aiming to target the "25-40 year-olds looking for something new", explained Jean-Luc Moner-Banet, General Manager of the Loterie Romande.

Insight

It takes time and money to LIVE THE BEST VERSION OF YOUR LIFE.

Idea

In collaboration with Havas Genève, the agency created the name and identity for this new European game: EuroDreams.
EuroDreams, closely linked to EuroMillions, adopts a more accessible tone, rooted in everyday reality. Our aim is not to create millionaires by guesswork, but to offer people the means to be more authentic, to live their lives to the full as if they were immersed in an accessible dream world.
This dream translates into evocations of positivity, happiness and celebration, like the petals of a flower. The removal of the petals embodies the idea of an annuity, month after month.
"We're looking to appeal to a slightly younger audience than EuroMillions players, with the annuity proposition, but also by using different codes: a colorful, slightly pop universe," said Jean-Luc Moner, adding that lotteries had been "very attentive to protecting vulnerable populations against dependency".