Some see it as tax on the stupid. Others see it as a golden ticket. But whatever your opinion, Lotto is part of the Kiwi furniture. And to celebrate its 25th birthday, it's launched a new campaign centred around the joy of Saturdays.
The TVC by DDB and Exit Films' Greg Wood is part of a package of activity to run over a fortnight that includes newspaper wraps, POS, and in-mall installations communicating the fact there are over a thousand extra prizes worth $7.5 million to be won.
"We wanted to use the TVC to celebrate the 25th birthday milestone with New Zealanders, reflecting on how much Lotto has become a part of the Kiwi way of life, especially on a Saturday," says DDB's managing director Justin Mowday.
He says it was a chance to take a step back from the glitz and glamour of the big win that has generally been the focus of recent campaigns and concentrate on the little things.
"Of course, we all dream big, but at the end of the day having the time to enjoy the small moments in life with family and friends is what many of us also wish for."
The 25th birthday promotion, which was one of ex-head of marketing Wendy Rayner's last projects before chucking in the towel—culminates in a big draw on Saturday 25 August. And we imagine it will be slightly different than this one from 1987.
Slightly disappointed De La Soul's 'Saturday' couldn't be worked into the campaign somehow. http://www.youtube.com/watch?v=QYiQTkQ9VPA.
Agency: DDB Group New Zealand
Client: NZ Lotteries
Group Executive Creative Director: Andy Fackrell
Creative Group Heads: Natalie Knight, Gavin Siakimotu
Executive Producer: Judy Thompson
Agency Producer: Tania Jeram
Production Company: Exit Films
Director: Greg Wood
Producer: Declan Cahill
DOP: Ian McCarroll
Editor: Cushla Dillon
Grade: Digital Post
Post production: Perceptual Engineering
Sound Editor: Jon Cooper / Coopers at Franklin Rd
Composer: Peter Van de Fluit / Liquid Studios
Group Business Director: Angela Watson
Account Director: Jenny Travers / Charlie Stow
Planner: Thinza Mon
Brand Manager: Justin Powell
Head of Marketing: Wendy Rayner