Luscious’ Lionel Goldstein turns Kiwis into instant winners in new project via DDB NZ

DDB Auckland had heard of director Lionel Goldstein’s absurd, near documentary filmmaking style, so they approached Luscious International with this unusual project for New Zealand Lotteries.

From the slogans, ‘Somewhere right now, someone feels like this’ and ‘Winning Happens’, the idea was born to take unsuspecting Auckland locals off the street and convince them to participate in a film shoot. Minutes later they were dressed the part and taken to set, where they became the lead actors of the scene. Then something even cooler happened, they instantly won! The ‘street cast’ characters and captured reactions are priceless.

WATCH THE FIRST SPOT

WATCH THE SECOND SPOT

Says Peter Gosselin and Jay Hunt, creative team: “We loved Lionel Goldstein’s work way back when we first saw Xbox ‘Ear Tennis’ in 2002. Over the years, we kept seeing them direct brilliant, original and visually distinctive ads. So we kept searching for the opportunity to work with them. Finally, ten years on, through Luscious we got the chance with this Instant Kiwi campaign, and now we really hope we can do it again!”

Says Shane Bradnick, creative director at DDB New Zealand: “Jay and Pete talked me into it. They’re weird and have a bizarre sense of humour and style. How the work ended up being so amazing and exceptionally fresh is beyond me, I have no idea how they did it. I would definitely be happy to be talked into using them again!”

Click here to view Lionel Goldstein’s Reel.

Client: NZ Lotteries

Coopers at Franklin Rd