Lotto pulls at the familial heartstrings in VMLY&R campaign
Tabcorp’s Lotto brand has launched a campaign titled ‘Lotto, There’s no nicer feeling’, sharing the stories of people splitting their lottery winnings with their friends and family.
The 60-second TVC shows a woman making a speech, which is written on the back of her winning Lotto ticket, at the housewarming of the home she has bought her parents.
Dave Liddell, Lotto senior marketing manager, said: “It’s a brand truth that winning Lotto takes away some of life’s pressures, so people can connect with the ones they love. This platform brings that to life beautifully.”
VMLY&R Brisbane was tasked with honouring the the heritage of the 40-year-old Lotto brand, whilst also attracting new customers to the game.
Jo Millington, VMLY&R Brisbane client service director, said in a statement: “Every day we relish working with such an iconic brand, but partnering so closely with our client on this significant project has been incredibly rewarding.”
Paul Nagy, VMLY&R CCO, said there was real emotion behind the campaign.
“We knew sharing with family and friends was still the key motivational driver behind playing Lotto, so the platform was developed on the belief that, winning is nice, but there’s no nicer feeling than sharing.
“The campaign is shot mostly in black and white, to create a look that’s as special as the relationships we’re depicting and the wash of colour enhances the feeling.”
The ads are set to musician Julia Stone’s cover version of the song ‘Wouldn’t it be nice’.
The 60-second launch film will be followed up with three 45-second spots highlighting different stories of different lotto winners. All of the ads have been adapted to the represent the respective Lotto brands in different markets.
Credits
TABCORP
Head of Brand – Lotteries – Ben Johnson
Senior Marketing Manager -Dave Liddell
Senior Brand Manager – Gina Gilmore
Brand Manager – Kelly-Maree Caris
Assistant Brand Manager – Paris Mann
VMLY&R
CCO – Paul Nagy
Strategy Director – Andrew Kolb
Associate Creative Director – Chelsea Parks
Associate Creative Director – Guido Pecego
Creative Group Head – Jim McKeown
Client Service Director – Jo Millington
Senior Account Director – Gen Leonard
Account Manager – Peyton Taylor
Account Executive – Charlotte White
Head of Broadcast and Content – Mignon van Weeren
Agency Producer – Katrine Bowman
Sweetshop
Director – Louis Sutherland
DOP – Marty Williams
Executive Producer – Llew Griffiths
TV Producer – Breigh Sutherland
ARC EDIT
Editor – Simon Price
Post Producer -Jess Calvert
Alt VFX
VFX Supervisor/Flame Artist – Dave Edwards
Colourist – Billy Wychgel
Lead Compositor – Murray Smallwood
Post Producer – Helise Andreoli
Cutting Edge
Sound Design, mix and SFX – Mike Lange
Post Producer – Aysha Jones
Photography
Toby Dolman
