FTW: NZ Lotteries and DDB focus on the winning

Judging from the (unusually) complimentary comments on StopPress, the pundits seem to like the new—and quite bizarre—Instant Kiwi campaign. And, to launch NZ Lotteries' new overarching tagline of 'Winning Happens', DDB has also released a series of entertaining radio ads featuring monkeys, kung fu masters and tense reality show music that aim to drum home the fact that there's a winner every second-and-a-half across the whole portfolio. 

Listen to all the ads here

The blurb:

People win a lot more than you’d expect with the many games from Lotto. In fact, Kiwis are winning thousands of times a day, tens of thousands of times a week, and millions of times a year. However, just telling people facts and figures is hardly inspiring. So we brought this to life with an entertaining spin on the repetition of commonplace events and sounds. By making our impressive frequency of wins relatable to everyday life, people can’t help but feel that they could very well be next.


ECD: Andy Fackrell

CD: Shane Bradnick/Chris Schofield

Creatives: Rory McKechnie, Adam Thompson, Ben Pegler

Group Business Director: Greg Jones

Account Director: Charlie Stow

Account Manager: Nicholas Dellabarca


GM Marketing: Val Green

Head of Brand and Communications: Kirsty Phillips

Senior Brand and Communications Manager: Keri Merrilees

Producer: Jane Mill

Sound Engineer: Craig Matuschka

Composer: Peter Van Der Fluit

Production Co: Liquid Studios, Grey Lynn, Auckland

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