OPAP, CSR Image Campaign

Challenge

The challenge was to uplift the Corporate Social Responsibility image of OPAP, Cyprus' National Lottery. Having in mind OPAP’s 5 CSR pillars: Sports, Health, Education, Culture, Environment.

Idea

This shift towards a more consumer centric approach and inspired by OPAP's 5 sided human logo, paralleled the 5 Elements Cycle of Change; Fire, Earth, Metal, Water, Wood and the 5 CSR pillars. In every natural order, there is a symbiotic relationship between Macro and Micro, the Big supports the Small and the Small supports the Big. The insight, 'Inspired by You' connected the brand with the human. Each phenomenon gives birth to another and represents the power of OPAP as an enabler of change for those individuals who facilitate change.

Result

An elemental TV ad, crafting imagery with inspirational and ethical values laid the foundation for the the new brand promise of the campaign 'Your Proud Supporter'. This was applied to different platforms to alter people’s scope on life itself, as well as their personal long-term goals. In this way we connected OPAP as a Responsible Leader who enables 'You' as an individual; creating change together for a better world.