Lotto NZ encourages Kiwis to imagine in latest Lotto Powerball brand campaign via DDB NZ
Lotto New Zealand takes its audience on an exciting journey of hope and possibility, love and freedom in its epic new brand campaign for Lotto Powerball, created by DDB.
In a bid to help Kiwis imagine what winning Lotto Powerball might mean for their lives and loved ones, DDB and Steve Ayson from The Sweet Shop have created a beautiful 90″ tale about a hard-working fisherman who lives with his dad and son, but is often away at sea.
Says Guy Cousins, chief marketing officer, Lotto NZ: “We’ve spoken to past winners who have some amazing stories about how their lives have changed after winning Lotto, and it’s in more ways than you’d think. It’s not just about the things they can buy, but more about the freedom to choose how to spend their time and being able to focus on what really matters – quality time with family and friends.
“We wanted to tell a story of what that freedom might mean to one family. It’s beautifully shot and it’s quite emotional. The film is the start of a long-term campaign across many touch-points that encourages New Zealanders to “Imagine” what they could do with their lives, to put themselves in the picture, and to dream about winning the big one.”
Says Damon Stapleton, chief creative officer, DDB: “You often think about what you would buy if you won big, but when it comes down to it, it’s what you would do. This film gives every New Zealander permission to imagine.”
Says Ayson: “I think this spot has an interesting and unique dynamic with the son, dad and grandfather as the core characters. In the lotteries genre it’s a fresh conceptual approach to explore the idea that winning could buy you time with the people you love.”
Lotto NZ – Lotto Powerball
Chief Marketing Officer: Guy Cousins
Head of Brand and Communications: Keri Merrilees
DDB:
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Senior Copywriter: Natalie Knight
Senior Art Director: Corinne Goode
Executive Producer: Judy Thompson
TV Producer: Rosie Grayson
Andy Robilliard – Stills Producer
Head of Planning: Lucinda Sherborne
Group Business Director: Nikki McKelvie
Senior Account Manager: Katya Urlwin
Senior Account Manager: Jaheb Barnett
Account Executive: Michael Doolan
Production Company: The Sweet Shop
Director: Steve Ayson
Executive Producer: Fiona King
Producers: Larisa Tiffin / Kristian Eek
DOP: Germain McMicking
Editor: Peter Sciberras
Grade: Martin Greer
Online: Blockhead / Stefan Coory / Nigel Mortimer
Sound Design: Liquid Studios
Licensing: Jonathan Hughes Franklin Rd
Track: “On the Sea” Beach House
Media: SparkPHD
Photograher: Ross Brown
Stills Retouching: Lightfarm
2 Comments
Yeah Corinne! Such a beautiful spot.
I wanted to like it, but felt let down. Didn’t empathise with the characters i guess, plus the pay off wasn’t that surprising….i know it should have been, but it wasn’t.