30 years of Instant Kiwi: celebrating all the ways to play

To celebrate turning 30, Instant Kiwi has launched a new brand campaign highlighting the unique ways real New Zealanders have played the games in the last three decades. 

‘Play It Your Way’ was created by Assignment Group and tells the stories of different Kiwis who have their own unique traditions when it comes to playing Instant Kiwi – from sharing the games with friends over dinner to divvying up winning tickets with family through lucky dip. 

Lotto NZ chief marketing officer Annemarie Browne says the team wanted to mark the milestone by celebrating the rituals and routines of real Instant Kiwi players and who they’ve made the game their own. 

“Instant Kiwi has been part of New Zealanders’ lives for 30 years and over this time, we’ve heard hundreds of funny, clever and interesting stories from our players – from special rituals and winning moments, to creative ways of playing the game.”

Assignment Group engaged director Florian Habicht and Matt Noonan of Curious Films to create the documentary-style campaign, going into the homes and communities of New Zealanders to explore the way they engage with Instant Kiwi. 

Assignment creative Chris Appelros says the campaign is the perfect way to celebrate 30 years of Instant Kiwi. 

“Instant Kiwi has scratched itself a special place in our culture. How we play and the rituals we keep says a lot about who we are.”

‘Play It Your Way’ launches with three iterations across TV, digital, outdoor and cinema, with another six pieces of creative to follow in the coming months. 

The new campaign coincides with a bright new brand refresh from Instant Kiwi, including the unveiling of a new logo and brand logo. 

“Our new look marks a coming-of-age for the much-loved game that Kiwis have loved to play and win for three decades,” Browne says.

Brand: Instant Kiwi, Lotto NZ
Creative: Assignment
Media: PHD
PR: Drum

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