Lotto New Zealand has a long history of selling more tickets by focusing on the joy of the big win. But, more recently, it's also tried to sell more tickets by focusing on the joy of giving, promoting the fact that those tickets help fund various community projects around the country. Last time it was Jesse Mulligan telling some of those stories. Now it's turned to a young, fictional football player called Dylan who sees his life change with a single kick of the ball.
DDB chief creative officer Damon Stapleton says the 60-second ad, which was shot by The Sweet Shop's Mark Albiston and finishes with the line 'Love, Sport', recognises Lotto players for the contribution many of them may not even realise they’re making.
- Read about the thinking behind Lotto's last big emotional ad 'Mum's Wish' and the brand's commitment to quality storytelling here
“This film sprung from the desire to tell Lotto’s other story,” says Stapleton. “There are dreams about winning, and then there are the dreams of the kids out on the sports field every weekend, and their parents standing on the sideline. This piece isn’t about winning. It’s about the kids getting out there and having a go, learning about teamwork and perseverance."
While many have questioned the idea of robbing Peter to pay Paul with a grants scheme that is funded by gambling, 22c in every dollar of combined sales in 2015 was given out to grants.
Emilia Mazur, Lotto NZ general manager of corporate communications and social responsibility, says it wanted to share a familiar "Kiwi story that celebrates an everyday but in its own way, extraordinary sporting moment".
“100 percent of Lotto profits go back into the community. With this film we want to inspire Lotto players about the opportunities they provide across New Zealand, simply by playing."
Mark Albiston, director at The Sweet Shop, says he wanted the spot to feel really familiar.
"I personally identify with the frustrated but proud dad and the girl reminds me of the really tall girls my friends and I all wanted to dance with at our old 'Blue Light’ discos back when I was 13 in the eighties. I hope that people see a lot of what makes Saturdays and being an early New Zealand teen really special and in its own way slightly agonising.”
Chief Marketing Officer: Guy Cousins
General Manager, Corporate Communications and Social Responsibility: Emilia Mazur
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Directors: Brett Colliver and Mike Felix
Lead Business Partner: Zoe Alden / Kate Lines
Planning Director: Rupert Price
Agency Producer: Rosie Grayson
Executive Producer: Judy Thompson
Production Company: The Sweet Shop
Managing Director/ Executive Producer: Fiona King
Producer: Andy Mauger
Director: Mark Albiston
DOP: Marty Williams
Post Production Company: Grade – Pete Ritchie
Post production online: Palace Studio
Editor: Luke Haigh
Soundtrack/Composer/Music: Cam Ballantyne – Beatworms