Film > Culture & Context

THE LIFT

WANDA PRODUCTIONS, Paris / WINAMAX / 2022

Awards:

Silver Cannes Lions
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Supporting Content
Film
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Overview

Credits

Overview

Write a short summary of what happens in the film

The film "The Lift" reinvents the codes of the sector around the gambler and his motivations: to be able to please a close family member after having won a little money, in this case, pleasing his mother. After winning an online sports bet, a son sends his mother on an elevator ride, which speeds up and takes off through all the floors of the building, to the first class of a plane. A spectacular climb that causes quite a bit of damage along the way and an emotional ride for the mother until she settles into the plane at the height of her happiness. A smashing and powerful epic adventure with a touch of humor to the sound of Elvis' If I Can Dream.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

The film was released for the 2020 Football Champions league final and was broadcast during the 2020 Football Euro. During these periods, betting app are among the most used services especially among the target Winamax is trying to reach at that time. The aim was to target our target audiences (young people) using the cultural context. Our two main expressions “Tout pour la Daronne” (Everything for the mama) and “Mettre la Daronne à l’abri” (Taking care of our mother for the rest of her life) were used to speak directly with our audience, as they relate to our local market and audience.

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