Since the chance that you’ll win €30 million with a lottery ticket is pretty insignificant, the State Lottery asked Doom & Dickson to make the lottery ticket more attractive. They literally did by adding some augmented reality. When you bring your ticket to life, with a special app, you can choose from 3 destinations where you’d want to be celebrating New Years’ eve: New York, Curacao or Lapland (Finland). If you take a screenshot of your augmented destination and share it, you make a chance of winning it ‘in real life.’ Compared to the normal lottery statistics a pretty attractive deal. Execution by Shop Around (content) and TWNKLS (technique).