Instant Kiwi celebrates 30 year milestone in new ‘Play it Your Way’ campaign via Assignment Group
In celebration of its thirtieth anniversary, Instant Kiwi this week launched a heart-warming new brand campaign – Play it your Way – via Assignment Group.
The campaign highlights the unique ways real Kiwis have played one of New Zealand’s favourite games over the last 30 years.
Play it your Way tells the stories of real New Zealanders from around the country who each have their own unique traditions when it comes to playing Instant Kiwi – from playing Instant Kiwi with friends over dinner to sharing their winning tickets with family through a lucky dip.
Says Annemarie Browne, chief marketing officer for Lotto NZ: “Instant Kiwi has been a part of New Zealanders’ lives for 30 years and over this time we’ve heard hundreds of funny, clever and interesting stories from our players – from special rituals and winning moments, to creative ways of playing the game.
“To mark our thirtieth anniversary, we decided to celebrate the rituals and routines of real Instant Kiwi players and take a look at how Kiwis have made the games their own.”
Assignment Group engaged director Florian Habicht and Matt Noonan of Curious Films to create the documentary-style campaign, going into the homes and communities of New Zealanders to explore the unique ways people play.
Says Chris Appelros, creative, Assignment: “Instant Kiwi has scratched itself a special place in our culture. How we play and the rituals we keep say a lot about who we are.
“Everyone you talk to has their own Instant Kiwi story, so what better way to celebrate 30 years than by sharing these stories with the rest of New Zealand.”
Play it your Way launches with three iterations across TV, digital, outdoor, cinema, and another six pieces of creative to follow in the coming months.
Says Posey Wall, client service director at Assignment Group: “We unearthed hundreds of great stories and hope to continue uncovering the unique ways Kiwis play for years to come.”
The new campaign coincides with a bright new brand refresh from Instant Kiwi, including the unveiling of a new look and brand logo.
Adds Browne: “For thirty years Instant Kiwi has added a spark of fun and excitement to the lives of New Zealanders. Our new look marks a coming of age for the much-loved game that Kiwis have loved to play and win with for three decades.”
Brand: Instant Kiwi, Lotto NZ
Creative: Assignment
Media: PHD
PR: Drum
20 Comments
This is incredibly average. This ad has been made a million times. There is nothing left to say really
in the history of advertising.
was this worth a super painful pitch
Coming up next, a leadership reshuffle at Lotteries NZ…
Jesus that’s boring. Will anyone really watch that story for 30 seconds?
“Instant Kiwi has scratched itself a special place in our culture. How we play and the rituals we keep say a lot about who we are.”
I love it!
did DDB lose the Lotto account?
Or have they just lost part of it?
Sadly the agency and creatives who did this wallpaper cop the blame but the finger should really be pointed at the Lotto marketing team. You’ve been trusted with the marketing of a great brand. You used the opportunity to go out and waste the time and money of some great agencies and this is what you decided was the best solution. Your bosses should put your roles up for pitch.
I could not agree more.
Sad and bad on many levels
… playing Instant Kiwi as fun as this ad? I sure hope not.
I’m always wary of the comments section. It’s filled with all sorts of agendas. But I think everyone in the NZ industry would agree with the comments today.
They have really sucked the thrill out of what was once a great brand.
I concur. Back to DDB please.
I agree this campaign is awful, but DDB isn’t the answer. They’ve made a long list of forgettable/cringe-y work for Instant Kiwi too.
This campaign needs a perm.
Having heard this for weeks now, the song kept me wanting to listen to it but I can’t recall the artist. Only tonight did I finally think I will watch the ad and try and work it out, but no luck and I still have no idea what the ad was about…… Instant kiwi was a surprise. I’d say I forgot what the fella was saying but I don’t think i actually heard what he was saying. So, anyone know the song?
Lawrence Arabia – Apple Pie Bed
There is something very wrong with the new Instant Kiwi ads. The man doesn’t tell me how much he spends in order to surprise his family with winnings and the women looks to me like she has a gambling addiction. Surely people don’t get that ecstatic or maybe it’s just me.