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.
Chief Marketing Officer: Annemarie Browne
Head of Brand and Creative: Leah Neilson
Senior Marketing Manager: Genna Duff
Assistant Brand Manager: Sophie Smart
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