Here’s the pitch for a Netflix movie from Thailand: a group of strangers must band together to retrieve their winning lottery tickets from the local Mafia boss who’s acquired them. The idea resonates particularly in Thailand, where 30 million people play the national lottery. And what better way of promoting the show than using the lottery tickets themselves? Except there was a catch: the design of the lottery tickets is regulated and can’t be tampered with. Fortunately, the tickets are stapled to a small printed cover, usually bearing a message of luck or encouragement. The CJ Worx agency simply transformed the cover into a mini poster to promote the movie – which was of course released on the day of the draw. The operation won big at AdFest, Clio and Clio Entertainment.