Lotto NZ encourages Kiwis to imagine in latest Lotto Powerball brand campaign via DDB NZ

Lotto New Zealand takes its audience on an exciting journey of hope and possibility, love and freedom in its epic new brand campaign for Lotto Powerball, created by DDB.

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 created a beautiful 90″ tale about a hard-working fisherman who lives with his dad and son, but is often away at sea.

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Says Guy Cousins, chief marketing officer, Lotto NZ: “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. 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 touch-points 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.”

Says Damon Stapleton, chief creative officer, DDB: “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.”

Says Ayson: “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.”

Lotto NZ – Lotto Powerball

Stills Retouching: Lightfarm