Scratch yourself better: Instant Kiwi talks up its transformative power

Everyone loves a good scratch. And everyone loves winning money. So Lotto NZ by DDB are hoping to show that Instant Kiwi can give you a bit of both, with four spots showing depressing situations being transformed with a wiggle of the finger.  

“These spots are a fun way to show the fact that playing Instant Kiwi can add a little thrill to your day,” says Kelly Millier, Lotto NZ head of brand and communications, says. “And, let’s be honest, who doesn’t enjoy a bit of a thrill in their lives?”


Shane Bradnick, DDB’s executive creative director, says a simple scratch may not really turn your workload into kittens or your bald spot in to a Fabio-esque hairdo, but it’s a fun way to show you could win a shed load of cash and change your life in an instant.

“And to think, we’ve always been told no good comes from scratching things.” 

The first 15” spot in the series, Party, has launched on TV with the remaining three, Bald, Kittens and Alarm, launching later in the year. The campaign will draw attention to the 16 different tickets that are on sale at any one time.



Executive Creative Director: Shane Bradnick

Senior Art Director: James Conner

Senior Copywriter: Christie Cooper

Group Business Director: Nikki McKelvie

Senior Account Manager: Katya Urlwin

Head of Planning: Lucinda Sherborne

Planning Director: David McCallen 

Agency Executive Producer: Judy Thompson

Agency Producer: Rosie Grayson 

Media Agency: Spark PHD

Creatives – Kat Tadaki, Simon Neumegen, Kiran Strickland, Jian Xin Tay

Lotto NZ

Head of Brand and Communications: Kelly Millier

Senior Brand and Communications Manager: Keri Merrilees

Brand and Communications Manager: Genna Duff


Prod Co: Finch 

Director: Alex Roberts 

Producer: Rebekah Kelly 

DOP: Aaron Morton 

Music: Liquid Studios

Composer: Pete Van Der Fluit 

Sound Mix: Craig Matuschka 

About Author

Comments are closed.