The inherent generosity of New Zealanders serves as the inspiration behind Lotto New Zealand's latest campaign with DDB, 'Kiwis Helping Kiwis'.
The spot celebrates the small acts of kindness that New Zealanders perform for each other every day – including looking out for each other on the water, the rugby field or when someone gets their car stuck in the mud.
The campaign is a nod to Lotto NZ's commitment to using 100 percent of its profits to support more than 3000 New Zealand causes.
DDB chief creative officer Damon Stapleton says the goal was to create a campaign that recognises all examples of Kiwis helping Kiwis – whether they be big or small.
"When it comes to giving personal time to charity or community projects, Kiwis are incredibly generous. We wanted to create a campaign that helps Kiwis stop and reflect on those acts that can have such powerful positive effects."
Lotto NZ chief marketing officer Annemarie Browne says the uplifting spot perfectly reflects the values of the organisation.
"Kiwis are always there to lend a hand or give back – and that's what Lotto NZ is all about too. With this campaign, we wanted to showcase some of the great things that Lotto NZ has supported over the years – and it's all thanks to Kiwis playing our game."
The campaign is rolling out across TV, radio and online.
It marks a change of scene for Lotto, which has been continuing its 'Armoured Truck' campaign first released in February 2018. The successful campaign, part of the 'Imagine' series, took home the Grand Effie and three golds at the 2018 Effie Awards. It was revisited by Lotto with Christmas and back-to-work editions.