Lotto New Zealand and DDB Aotearoa have today launched the latest iteration of Lotto’s ‘Imagine’ platform with On Ice, again taking the campaign beyond a standard story and encouraging the nation to dream.
DDB Aotearoa launched the long running ‘Imagine’ campaign platform in 2015 with Pirate Ship, followed by the poignant Mum’s Wish in 2016, the award-winning Armoured Truck in 2018 and L05T in 2019.
This latest installment, directed by award-winning Jamie Lawrence and produced by Claire Kelly, takes the audience on a journey of anticipation. Drawing on the power of imagination that comes with buying a Powerball ticket, the campaign is inspired by the fact that many people put off checking their ticket to give themselves more time to dream.
Taking this one step further, the story follows a team of researchers who find a Lotto Powerball ticket while working in Antarctica. They decide to hold off checking the ticket until they return home – in six months – each trading Mallowpuffs for a share of the potential prize money. They pass the winter months on the isolated continent imagining what they would do if they won.
The film finishes with a cliffhanger, leaving the audience in suspense – a feeling familiar to any Powerball player.
Says Gary Steele, ECD, DDB Aotearoa: “Lotto New Zealand is a brand that has the unique ability to capture the nation’s imagination and these campaigns drive huge engagement and participation. The aim with this latest iteration is to extend that hype and anticipation.
“Imagine has always been based on the insight that a huge driver in buying a Lotto Powerball ticket is that it gives us permission to daydream, to imagine the possibilities. We want to help viewers live in that moment of ‘what if’ for as long as possible and join us on the journey, because as with any cliffhanger – there’s always more to come.”
Lotto New Zealand chief marketing officer Annemarie Browne says the latest campaign treats the nation to something completely fresh: “The Imagine series is ever-evolving and the latest story gets right to the heart of the emotions we feel when we’re waiting to check our Lotto Powerball ticket. We know there’s that moment in time when anything is possible and dreaming is half of the fun.
“We’ve had several stories from winners who have left their ticket unchecked as they continued to imagine – one of our Powerball winners was walking around with the unchecked ticket in his work bag for two weeks as the prize remained unclaimed, hoping to keep the dream alive for as long as possible – this campaign brings that feeling to life.”
Lotto New Zealand’s latest campaign launches on 8th August with a 90” film, and is integrated with media extending across digital and social.
Client credits: Lotto NZ
Chief Marketing Officer: Annemarie Browne
Head of Brand and Creative: Leah Neilson
Senior Marketing Manager: Genna Duff
Assistant Brand Manager: Sophie Smart
Agency credits: DDB Aotearoa
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Director: Brett Colliver, Mike Felix
Chief Planning Officer: Rupert Price
Lead Business Partner: Kate Lines
Senior Business Director: Haylee Killip
Senior Business Manager: Fran Schnackenberg
Agency Producer: Claire Colohan
Executive Producer: Judy Thompson
Lead Integrated Producer: Claire Colohan
Integrated Producer: Amanda Summersby
Production Company: Eight
Managing Director / Executive Producer: Katie Millington
Executive Producer: Claire Kelly
Director: Jamie Lawrence
DOP: John Toon
Editor: Alex O’Shaughnessy / Ben Chesters / Nathan Pickles
Casting: Kate McGill
Production Designer: Neville Stevenson
Costume Designer: Amanda Neale
Post House: Toybox
Composer: Cam Ballantyne, Beatworms