MANILA – Julie Ann Herrera Tilos, a mother and call center agent, is now P450,000 richer after winning the first ever #ArtLotto launched by Publicis JimenezBasic (PJB).
The winning image was a photo of her daughter showcasing a faux arm tattoo designed by Tilos’s husband, Michael Angelo. She submitted this photo along with four other entries.
#ArtLotto was part of PJB’s campaign for E. Zobel Foundation with the aim to raise consciousness for Filipino art. The public was invited to join the lottery with a photo or video of any form of art found in the Philippines as their ticket. The entries tagged using #ArtLotto were aggregated and displayed at artlotto.com which served as a virtual art exhibition. Every entry was then assigned a lotto number and were electronically drawn.
“Let’s face it. Majority of our population lives below the poverty line. Turning our people into sudden art patrons was just not being realistic,” says Trixie Diyco, Executive Creative Director of Publicis JimenezBasic. “By making the act of appreciating art a ticket to a lottery jackpot, ArtLotto got more Filipinos to at least stop and say, 'Hey, that’s art.'”
The campaign received over 18,000 entries from all over the Philippines and was supported by the country’s most influential artists: visual artists, writers, dancers, actors, musicians, filmmakers, educators, art groups, including celebrities.
“The best thing that happened in #ArtLotto is that it raised art consciousness among people from all walks of life,” says Cannes Film Fest Best Director Brillante Mendoza.