badc

2021 - Finalist

Powerball – Dreams (Hotel Catifornia)

Finalist 2021
VMLY&R
Tabcorp
Powerball

Powerball is Australia’s biggest jackpotting game with jackpots of up to $150 Million. If you win, you have the freedom to play by your own rules. However, when we asked people what they’d do if they won, they gave very rational answers. We needed them to think beyond the mortgage and to dream bigger.

We created a data-driven campaign that inspired Powerball players to dream of who they were always meant to be. We asked over 6,000 people in The Lott’s database and got real dreams that then fuelled the campaign.

In radio, we brought to life a dream of setting up Hotel Catifornia – a hotel for rescue cats, not told in a boring way, but in an entertaining way that’s true to the brand. We used the power of audio to let people imagine this life for themselves and inspire them during one of the least inspiring times.

Advertising agencyVMLY&R
Creative directorBenjamin Davis (ECD) / Guido Pecego (Assoc. CD) / Chelsea Parks (Assoc. CD)
CopywriterChelsea Parks
Art directorGuido Pecego
Account serviceIngrid Postle (Snr Acc Dir) / Peyton Taylor (Acc Mgr)
Client marketing managerJo Millington (Client Service Director)
Soundmusic studioCutting Edge
Sound designerMike Lange
Other Contributors

Voice Over Artist - John Gregg
Executive Creative Director: Benjamin Davis
Associate Creative Director (Art): Guido Pecego
Associate Creative Director (Copy): Chelsea Parks
Head of Planning - Andrew Kolb
Client Service Director - Jo Millington
Senior Account Director - Ingrid Postle
Account Manager - Peyton Taylor