Lotterywest highlights how Australians celebrate with new-look Oz Lotto ads

Lotterywest has given its Tuesday Oz Lotto advertising a new look, shining a light on the different ways Australians celebrate their wins.

The series of ads show parents silently celebrating over their sleeping baby, a woman fainting in shock, a man learning of his win in a public toilet, and another doing a knee slide through the centre of his office.

The ads were made by Western Australian advertising agency, Marketforce, and were written and voiced by social media personality, Ozzy Man (Ethan Marrell) who is known for making YouTube videos of his commentary of every day Australians.

Production company Sandbox produced the ads, Soundbyte was behind the sound design, and Initiative is responsible for the media strategy.

Marketforce chief creative officer, Paul Coghlan, said in a statement: “In this new strategic shift we tap what makes Aussie culture great – celebrating the underdog, sport, and humour.

“It was fantastic to get amongst it with Ozzy Man on this, along with the hard-working folk at Sandbox, Soundbyte, and Initiative.”

Lotterywest senior marketing officer, Melissa Catenacci, said the new platform was about having fun.

“It’s been years since Lotterywest has rebranded OZ Lotto so capturing that moment of a big Lotto win with a sense of fun and humour has been really rewarding,” Catenacci said.

“It was important for us to bring OZ Lotto’s larrikin personality to life in these ads and we hope West Aussies enjoy the tongue in cheek humour as much as we do.”

The campaign will run in Western Australia across radio, outdoor, digital, TV and in store.



Strategy: Nicole Cikarela
Creative: Paul Coghlan, Brandon Piggott, Justin Borromei
Account service: Sarah Sawdon, Emily Hooper
Studio: Michael Barratt
Digital: Maurice Melchers
Dir: Alex Feggans
DOP: Patrick O’Sullivan
Producer: Jenny Crabb
Prod Coord: Maria Elena Amatuli
Prod Design: Murray Edwards
Editor: Tony Bannan / Denzil Heeger
VFX: Tony Bannan
Colourist: Jaemie Manners
Sound Design: Brad Habib, Soundbyte
Media strategy (Initiative): Natalie Salinovich, Harriet Cohen


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