DDB and Lotto NZ bare it all in latest ‘Imagine’ campaign

Lotto New Zealand and DDB Aotearoa are back with their seventh instalment of the ‘Powerball Imagine’ campaign.

For this edition, DDB leant into the promises people make when daydreaming about a big win, without thinking about actually following through.

Past films have delivered long-form drama and emotional twists – from lost tickets to surprise seaside house moves – but the 2025 campaign takes a more light-hearted approach, focused on the fact we all make “if I win Powerball” promises.

Simple but epic

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, DDB chief creative officer.

“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 NZ chief marketing officer, says 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!” Neilson adds.

The seventh Powerball Imagine campaign aired following the live Lotto draw on TVNZ 1 on May 31, and then launched further afield from June 1.