The print campaign took the most recognisable object in French daily life — the Loto grid — and turned it into something else entirely. The squares you normally cross to pick your numbers are replaced by the elements of an ordinary working week: the alarm, the métro, the pointless meeting, the fluorescent ceiling, the commute home. You cross them out. They disappear.
No lottery fantasy. No destination. Just the most satisfying action you can perform on a Monday morning: the obliteration of the routine itself. Press and outdoor, 2004.
