Lotto NZ Bares it All in Latest ‘Imagine’ Campaign via DDB Aotearoa; Brings Promises and Powerball dreams to life

Lotto New Zealand is back with its highly anticipated seventh instalment of the ‘Powerball Imagine’ campaign via DDB Aotearoa – and this time, things are taking a cheeky turn.

For this edition of the beloved series, DDB Aotearoa leant into the playful humour of the promises we make when we daydream about a big win, without thinking we’d really have to follow through with them.

This new chapter marks a shift in tone and storytelling for the long-running campaign.

Where past films have delivered long-form cinematic drama and emotional twists, from lost tickets to surprise seaside house moves, the 2025 campaign takes a more light-hearted approach to delivering a bolder story grounded in a very Kiwi truth: we all make “if I win Powerball” promises.

In this campaign, one Kiwi follows through on a promise he made to his group of friends – that if he won Powerball, he’d tackle an epic ski run, wearing nothing but his birthday suit. And of course, take them along to witness.

“We’ve all had those ‘what if’ chats,” says Gary Steele, Chief Creative Officer at DDB Aotearoa. “And we loved the idea of what happens when someone takes one of those longed after ideas and makes it a reality. Like a nudie run through the snow, we wanted to make this campaign totally unforgettable.”

Leah Neilson, Lotto New Zealand’s Chief Marketing Officer, said the campaign was an “exciting
shift” from previous narratives: “We know from our research that consumers are seeking more playfulness and humour from brands, so we decided to embrace that, telling a simpler, yet still epic, story that amps up the
fun.

“This campaign is all about celebrating the joy and generosity that comes with dreaming big – and often, the most important part of a win is following through. In a first for Imagine, a wellknown music track from the 90s joins our winner along the journey, so keep your ears peeled!”

The seventh Powerball Imagine campaign aired following Saturday night’s live Lotto draw on TVNZ 1, before launching further afield.

Client: Lotto NZ
Leah Neilson – Chief Marketing Officer
Genna Duff – Head of Brand

Creative Agency: DDB Aotearoa
Executive Creative Director – Gary Steele
Creative Director – Freddie Coltart
Creative Director – Matt Williams
Business Partner – Zofia Wereszczynska
Head of Business Management – Kate Lines
Lead Integrated Producer – Claire Colohan
Executive Producer – Judy Thompson
Joint Head of Planning – Laura Davies
Planner – Natassja Cox

Production Company: Good Oil
Director – Joel Kefali
Executive Producer – Andrew Mclean
Managing Director – George Mackenzie
DOP – Ziga Zupancic
Editor- Lucas Baynes @ ARC
Colourist – Matic Prusnik
VFX Artist – Stu Bedford

Mr+Positive (Line Production)
Executive Producer – Peter Grasse
Photographer – Irwin Wong

Liquid Studios
Sound Design – Craig Matuschka
Music Editor – Peter Van Der Fluit

Franklin Rd Music & Sound
Music Licensing – Jonathan Mihaljevich

Media Agency: PHD New Zealand