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2021 - Finalist

Lotto – There’s No Nicer Feeling

Finalist 2021
VMLY&R
Tabcorp
Saturday Lotto

Lotto has a strong heritage as the category flagship brand and has a fiercely loyal group of habitual players. However, these players were ageing (65+) and the brand was becoming disconnected from younger players.

We knew that sharing with family and friends was still the key motivational driver behind playing Lotto, so to ensure long term growth we needed to establish the brand as a game you play to share in a modern and relevant way.

We wanted to position Lotto as the game that takes away some of life’s pressures, so people could connect with and give to those that matter most to them-connecting through sharing.

A creative platform was developed on the belief that winning is nice, but there’s no nicer feeling than sharing. This was brought to life through 3 unique scenarios and features Julia Stone’s version of The Beach Boys classic ‘Wouldn’t It Be Nice’.

Advertising agencyVMLY&R
Creative directorBenjamin Davis (ECD) / Guido Pecego (Assoc. CD) / Chelsea Parks (Assoc. CD)
CopywriterChelsea Parks
Art directorGuido Pecego
Agency producerMignon van Weeren (Head of Production) / Katrine Bowman (Producer)
Account serviceGen Leonard (Snr Acc Dir) / Peyton Taylor (Snr Acc Mgr)
Client marketing managerJo Millington (Client Service Director)
Production companyThe Sweet Shop
DirectorLouis Sutherland
ProducerBreigh Sutherland
CinematographerMarty Williams
Post production houseAltVFX
Soundmusic studioCutting Edge
Other Contributors

Executive Creative Director: Benjamin Davis
Associate Creative Director (Art): Guido Pecego
Associate Creative Director (Copy): Chelsea Parks
Client Service Director: Jo Millington
Senior Account Director: Gen Leonard
Senior Account Manager: Peyton Taylor
Head of Broadcast: Mignon Van Weeren
Producer: Katrine Bowman
3D Artist: Santi Drane