Lotto launches latest Imagine iteration

DDB Aotearoa and Lotto New Zealand have launched the latest iteration of the ‘Imagine’ platform, On Ice, encouraging the nation to dream once again. 

The story follows a team of researchers who find a Powerball ticket while working in Antarctica. They decide to hold off checking the ticket until they return home – in six months – each trading Mallowpuffs for a share of the potential prize money. They pass the winter months imagining what they’d do if they won. 

The film finishes with a cliffhanger – leaving the audience in suspense.

DDB Aotearoa Executive Creative Director, Gary Steele says: “Lotto New Zealand is a brand that has the unique ability to capture the nation’s imagination and these campaigns drive huge engagement and participation. 

“We want to help viewers live in that moment of ‘what if’ for as long as possible and join us on the journey, because as with any cliffhanger – there’s always more to come.”

Lotto New Zealand Chief Marketing Officer, Annemarie Browne says: “The Imagine series is ever-evolving and the latest story gets right to the heart of the emotions we feel when we’re waiting to check our Lotto Powerball ticket. 

“We’ve had several stories from winners who have left their ticket unchecked as they continued to imagine – one of our Powerball winners was walking around with the unchecked ticket in his work bag for two weeks as the prize remained unclaimed, hoping to keep the dream alive for as long as possible – this campaign brings that feeling to life.”

The campaign launches with a 90” film, and is integrated with media extending across digital and social. 


Lotto NZ

Chief Marketing Officer: Annemarie Browne

Head of Brand and Creative: Leah Neilson

Senior Marketing Manager: Genna Duff

Assistant Brand Manager: Sophie Smart

DDB Aotearoa

Chief Creative Officer: Damon Stapleton

Executive Creative Director: Gary Steele

Creative Director: Brett Colliver, Mike Felix

Chief Planning Officer: Rupert Price

Lead Business Partner: Kate Lines

Senior Business Director: Haylee Killip

Senior Business Manager: Fran Schnackenberg

Agency Producer: Claire Colohan

Executive Producer: Judy Thompson

Lead Integrated Producer: Claire Colohan

Integrated Producer: Amanda Summersby


Managing Director / Executive Producer: Katie Millington

Executive Producer: Claire Kelly

Director: Jamie Lawrence

DOP: John Toon

Editor: Alex O’Shaughnessy / Ben Chesters / Nathan Pickles

Casting: Kate McGill

Production Designer: Neville Stevenson

Costume Designer: Amanda Neale

Post House: Toybox

Composer: Cam Ballantyne, Beatworms

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