Childhope: Lottery

There are over 300,000 homeless children in the Philippines. Many are born of drug-addicted parents, live their life on the streets, and have to beg and scavenge for food. So, the strategy for BBDO Guerrero/ Proximity Philippines was to really emphasize that these kids, through no fault of their own, have never had a chance at life. The TV spot shows a place where children's fates are sealed by a random combination of lottery balls. Will they have a good upbringing and lead a stable happy life, or will they lose life’s lottery, be born into poverty on the streets of Manila and die young?