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