Instant Kiwi takes the tomfoolery instore

Here in the expansive and luxurious StopPress towers, Instant Kiwi’s ‘It Pays to Push Your Luck’ campaigns ranks as one of the funniest of the year, which isn’t entirely surprising given the comedy-loving combination of NZ Lotteries, DDB, Jesse Griffin and The Sweet Shop’s Stuart McDonald, he of Summer Height’s High fame, was involved in its creation. And after the first instalment, which saw the Alibi spot make it into the good bit of the Fair Go Ad Awards, it’s followed up with some entertaining/violating instore luck pushing that could almost be likened to the advertising equivalent of Trigger Happy TV. 






As it says on the video: “Before rushing in and making a big decision, it’s said that sometimes it’s best to sleep on it. We don’t know if it is supposed to be taken so literally, but hey, apparently the customer is always right.”

It has also followed up the first spot in the fake birthday party auditions with the release of a couple of new clips, including a bravura performance of a dying wolf and some awkward contortionism. 



Back in June, Kirsty Phillips, Instant Kiwi marketing manager, said the campaign was a lot different to anything the brand had done in the past, primarily because it was largely unscripted. 

“That keeps it fresh and spontaneous, but it did make it that much harder to sell internally because it was such a leap of faith. We really needed to have a lot of faith in DDB, the director and Jesse [Griffin],” she says.

While conventional talent and scripts were involved for the garage sale series, Griffin and McDonald held a series of workshops about the different scenarios that might eventuate in an effort to arm him with “lots and lots of ammo” so that they could surprise the actors and capture those genuine reactions. And, as a result of the entertaining ad libbing, she says they didn’t end up using the scripts anyway.

And, in an effort to gain the attention of a new, infrequent Instant Kiwi player, SparkPHD and DDB instigated a significant shift from the brand’s traditional media approach to a content-led strategy. 


Agency: DDB Group New Zealand

Client: New Zealand Lotteries

Product: Instant Kiwi

Group Executive Creative Director: Andy Fackrell

Group Executive Creative Director: Toby Talbot

Creative Director: Steve Kane

Art Director/copywriter: Jonathan McMahon

Art Director/copywriter: Lisa Fedyszyn

Designer: Toby Morris

Executive Producer: Judy Thompson

Agency Producer: Jane Mill

Agency Producer: Rosie Grayson

Agency Producer: Tania Jeram

Production Company: The Sweet Shop

Director: Stuart McDonald

Producer: Ben Dailey

Executive Producer: Fiona King

Managing Director: George Mackenzie

DOP: Crighton Bone

Editor: Peter Sciberras @ the Butchery

Assistant Editor: Michael Lutman @ the Butchery

Visual Effects Artist: Eugene [email protected] The Refinery

Colourist: Vincent Taylor @ The Refinery

Sound Design: Jon Cooper @ The Coopers of Franklin Road,

Sound Design: Craig Conway @ Final Sound.

Animation: Tony Leslie @ Waxeye.

Animation: Paul Carter @ Waxeye.

Group Business Director: Angela Watson

Group Business Director: Aimee McCammon

Account Director: Jenny Travers

Account Manager: Peter Jiang

Planner: Thinza Mon

Chief Executive: Wayne Pickup

Chief Financial Officer: Warren Sailsbury

Head of Marketing: Wendy Rayner

Marketing Manager: Kirsty Phillips

Brand Manager: John Alexander

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