Campaign Spotlight: EuroMillions Enters a New Era with Romance and Asks, “What Kind of a Millionaire Would You Be?”


PARIS, FRANCE – Following a competition pitting it against four other agencies, Parisian agency Romance was selected by Française des Jeux, the operator of France’s national lottery games, to reposition its EuroMillions brand and build a new communication territory centered on the value of sharing.

EuroMillions I Quel millionaire serez-vous ? (VA)

Set in a context where, today, French people are no longer dreaming of just amassing money, preferring instead to give more meaning to what they consume, EuroMillions’ new tagline – “What kind of millionaire would you be” – champions a less ordinary and superficial relationship to winning big.

“For this EuroMillions relaunch campaign, we wanted to awaken the emotional dimension of the game, of winning and of the dreams you share with your friends and family,” says Cécile Lagé, Cécile Lagé, Chief Marketing & Digital Officer, FDJ. 

“In order to build loyalty among current players and recruit new ones, we had to give the brand a new status and tell a story bigger than money,” says Christophe Lichtenstein, President of Romance.


The first film of the saga, created by Romance, focuses on a group of friends sharing their dreams if they were to win big – giving to charity, going to space, giving back to the environment … The emotional spot, which will be shown in 1 min. 40 second, 60 second and 40 second versions, marks a strong evolution from EuroMillions’ previous campaigns.   

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“In order to reconnect the brand with the times, the film replaces an outdated look at superficial, material desires with a universal, authentic dream,” explains Alexandre Hervé, Creative Director, Romance. 

The film will be accompanied by an outdoor campaign, with questions that invite us to reflect on life as a millionaire: “What life will you change after your own?”, “Who will you share it with?”.

The new brand platform launches on television, billboards and digital January 26th.




Chief Marketing & Digital Officer : Cécile Lagé

Director of Marketing, Lottery : Cédric Breton

Director, Activation, Content and Media : Olivier Pribile

Director, Offline Content and Media : Julie Mulliez

Director, Offline Content and Media, Drawings: Camille Jalon

Director, Offline Content and Media, EuroMillions : Sonny Garcia


President : Christophe Lichtenstein

Creative Director : Alexandre Hervé

Copywriter : Camélia Baccouche

AD : Clémentine Guillopé, Julien Rézette

Brand Management : Marion Floch, Alicia Mancone, Mathilde Cuveiller

Strategic Planning : Benoit Clavé, Jérôme Lavillat

TV Producer : Émilie Talpaert

Post Producer: Sabine Brillet


Production : Grand Bazar

Director : Katia Lewkowicz

Producer: Juliette Desmarescaux

DP : Hugo Mérival


About the Author

Theda Braddock is an American who lives and works in Paris. She helps agencies develop their communication and promote creativity, and writes for several publications when she has time.

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