Adytude Blog

The Flightless win the Lottery

Posted 6 years ago

Washington’s Lottery is a system implemented by the Government of the State of Washington. It was established in 1982, in an attempt to generate revenue through games and lottery programs.

In 2008, Washington Lottery released an advertisement which depicted three ‘flightless’ birds- a chicken, penguin and an emu being strapped in harnesses. Two pilots strap the penguin and the chicken to their torso’s and then take off. An image that stays with the viewer, long after they have seen the video is that of the penguin as it spreads and flaps its wings and enjoys simply being in the air and being able to experience the sheer pleasure of flight.

The emu, due to its size, was not strapped onto a human, it was instead suspended between two gliders. The video ends with the tagline 'Every bird should get to fly'. Accompanied with a gentle strumming of a guitar and humming.

This advertisement won the ‘Silver Lion’ at the 2009 Cannes Lions International Advertising Festival and the ‘Best in Show’ at the 2009 ADDY Awards. The Cannes Lion International Advertising Festival is an annual five-day award ceremony and gala where the advertising and creative communications industry meet to recognise and award the best and most creative in the brand industry.

The ADDY® is a part of the American Advertising Awards. It is one of the most prestigious advertising awards in the United States. It is known for its unique three-tiered approach. The winners are first awarded in the local Club round, they then advance to the regional district round and finally, the winners of the district ADDY® enter the national level.

The advertisement is a creative treasure, with the use of subtle music and great imagery. On National Birds Day, we at Adytude remember and appreciate the creativity and cinematography of the Birds Ad.

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