Lotto NZ revitalises the Powerball campaign via DDB Group Aotaeroa and Flux Animation

The Powerball Jackpot campaign has undergone a significant revamp, with DDB Aotearoa rolling out a fresh look and feel over the last 8 months. 

 

The revitalised creative sees two Powerball dots – technically called ‘tittles’ – transformed into 3D characters for 17 new TV stories, sharing their dreams of winning big.  

A tittle is that little dot that sits above letters like ‘i’ and ‘j’ and Powerball’s two have been given arms, legs and a big personality, taking on the imagination of the everyday Kiwis who play Powerball. 

Says Matty Burton, group chief creative officer, DDB: “The team wanted to create some new heroes for Powerball. The new dot characters come from the ‘millions’ mentioned in each draw, and we’ve brought their stories to life in a relevant and dynamic way.”

The breadth of the campaign has spanned across a multitude of assets, including 208 POS, 1300 digital banners, 17 TVCs with various jackpot changeouts, 52 cutdowns and 60 radio scripts.  

Says Burton: “It’s hard to encapsulate how huge this campaign rollout has been. With ranging jackpots, Wednesday and Saturday draws, all across multiple channels, there are literally thousands of assets. This was a big team effort and we are extremely happy with the outcome.”

Says Leah Neilson, head of brand and creative at Lotto NZ: “The challenge was not only across creative but also production and the efforts were hugely collaborative – working closely with both DDB Group and the Lotto NZ in-house creative team.

“We’re buzzing – our new animated heroes have truly evolved from the previous campaign, refreshed with messaging that is fit-for-channel, engaging and relevant to the jackpot. We’re excited to see Kiwis get to know our dots as they tune into their Powerball dreams each week.”

Lotto NZ:
Chief Marketing Officer: Annemarie Browne
Head of Brand and Creative: Leah Neilson
Senior Marketind Manager: Genna Duff

Agency: DDB Aotearoa
Group Chief Creative Officer: Matty Burton
Creative Directors: Mike Felix and Brett Colliver
Design Lead: Rob Flynn
Art Director: Emerson Hunt
Copywriter: Danny Brown
Chief Strategy Director: Rupert Price
Junior Planner: Natassja Cox
Lead Business Partner: Kate Lines
Senior Business Director: Haylee Killip / Zofia Wereszczynska
Senior Business Manager: Fran Schnackenberg
Business Manager: Phebe Murison
Agency Producer: Tabitha Parke-Gailey / Hareta Passfield / Ali Vernon
DDB Animation: Mark Trethewey & Kasun Ilesinghe
Audio Engineer: Milon Williams

PHD:
Group Business Director: Kirsty Turner
Associate Business Director: Rebekah Palmer
Digital Director: Sam Casey
Investment Director: Kristina Yep
Senior Digital Planner: Grace McCarthy
Performance Director: Alex Crossman
Trader: Meredith Jeory
Programmatic Manager: Anisha Bajaj-Somai
Campaign Manager: Emma Mills
Senior Account Manager: Kara Harris

Production Company: Flux
Creative Director: Laban Dickinson
Executive Producer: Joshua Forsman
3D Artist: Jeremy Ball
3D Artist: Conrad Crooks
3D Artist: Lucius Koh
3D Artist: Shuo Liu
3D Artist: Harrison Wiltshire
3D Artist: Chaz Holland
3D Artist: Layla Viscu
3D Artist: Jayden Lee
3D Artist: Danielle Mendoza
2D Artist: Shannon Fahey
2D Artist: Jono Cardno
2D Artist: Shane Taylor