News

Lotterywest TVC claims it’s helping turn WA into the ‘dream state’

Lotterywest has launched a new campaign which attempts to demonstrate how the purchase of a lotto or scratchie ticket can helps turn Western Australian into a “dream state” – including funding life-saving activities, wheelchair sports, parks and wildlife exhibits.

The campaign was created by Marketforce in Western Australia.

Each year Lotterywest provides grants to organisations and individuals doing community work throughout the state of WA. The campaign will include the winners of the Lotterywest grant telling their stories about it has supported their pursuits.

Lotterywest CEO Susan Hunt said that the campaign conveyed how the Lotterywest games contributed to the wider WA community.

“Lotterywest is one of the most recognised and beloved institutions in Western Australia,” Hunt said.

“While there is general recognition that when people play Lotterywest games they support the WA community, the campaign communicates some of the great community projects which are supported, whether as small as a grant for new toys for a local toy library or as big as a jet for the Royal Flying Doctor Service.

“Our focus with this campaign is to shine a light on the many organisations that are helping to build a better WA and we will do this by telling grant stories.”

Chief creative officer of Marketforce Paul Coghlan flagged that there needed to be more brand association in the WA community about the role of Lotterywest.

“Lotterywest is an amazing WA brand that uniquely contributes back to its community. Some West Australians don’t know just how much of what they love in WA is positively impacted by them doing something as simple as playing Lotto.

“The task we set ourselves was to sharpen up this connection, but in an endearing, fun way. Dream State is a truly integrated platform across mass media, and has involved the hard work of many passionate people – client, agency and local production houses. We’re all proud of the result.”

Media buying for the campaign will be completed by Lotterywest’s recently appointed media agency Initiative.

Initiative communication design director, Ashleigh Doy, said: “We were excited to share the fantastic work and projects occurring across the WA community supported by Lotterywest, and given that these beautiful local stories are not time sensitive, we can keep creating and rolling them out so the Dream State story can be told at any time.

“Our relationships with media owners proved invaluable in delivering this special objective, and we’re very proud to be involved in this campaign.”

Credits

Director: Richard Vilensky, Sandbox
Chief Creative Officer / Writer: Paul Coghlan, Marketforce
Group Account Director: Sarah Sawdon, Marketforce
Client leads: Sharon Chai & Jayde Glorie, Lotterywest

Production: Marketforce, Flare
Natalie Merven, Brandon Piggott, Chris Andrawes, Ben Derham, Gemma Kay, Michael Barratt, Emily Hooper, Dixie Marshall, Nicole Cikarela

Production: Sandbox
Jenny Crabb, Allan Myles, Robert Woods, Jaemie Manners, Maria Elena Amatulli

Production: Soundbyte
Robert Woods, Brad Habib

Media strategy: Initiative
Ashleigh Doy, Vikki Stacy, Ali Mackellar, Harriet Cohen, Michelle Vabalevicus

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