DDB has moved away from Lotto Powerball’s default position of over-the-top exuberance to a more earnest, family-oriented tone in its new Imagine television campaign, which “takes its audience on an exciting journey of hope and possibility, love and freedom”.
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 (says the blurb) created a beautiful 90sec tale about a hard-working fisherman who lives with his dad and son, but is often away at sea.
“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,” says Lotto chief marketing officer Guy Cousins. “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 touchpoints 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.”
DDB chief creative officer Damon Stapleton said: “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.”
Director Steve Ayson said: “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.”
CREDITS
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
Stills Producer: Andy Robilliard
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
Photographer: Ross Brown
Stills Retouching: Lightfarm
Share this Post
