Agency assignment: Veikkaus wanted to increase awareness of Lotto amongst youth. They wanted to create a campaign that would differentiate itself in a positive way among Finns and have good visibility for the campaign. We started building the concept with some background research of what Finns do on a Saturday. Sauna and Lotto were among the top experiences. This created an idea for a Lotto sauna; a place where one could dream of the possibilities a Lotto win creates. The sauna was built in an old sea container that was placed in a central location by the Aura river in Turku.