Money is just money, but in Y&R Brisbane’s hands, a Powerball win means freedom.
Ben Johnson, Brand Portfolio Manager – Jackpots, the Lott, explained. “The Powerball brand has always been about transformation.
“We all dream of living life on our own terms. To do what we want, when we want. Winning Powerball gives people the opportunity to do that. To play by your own rules.”
To expand Powerball’s traditional, “common man” appeal, that dream has been given an A-lister/celebrity edginess by Photoplay director, Lance Kelleher.
In the spot, The Power Ball is an upmarket party where Powerball winners from different walks of life meet and celebrate their win in their own unique way.
“Our thinking was if you win Powerball, the rules go out the window,” stated Brendan Greaney, Y&R Brisbane executive creative director.
“So if a group of Powerball winners got together, it would be one helluva party.”
The new campaign, which launched on May 17, is supported by TV, cinema, social, digital and outdoor.
Agency: Y&R Brisbane
Chief Creative Officer: Paul Nagy
Executive Creative Director: Brendan Greaney
Creatives: Shaun Egan, Sam Boyd & Chelsea Parks
Head of Strategy: Andrew Kolb
Client Service Director: Jo Millington
Senior Business Director: Lucy Flower
Account Manager: Vanessa van Dalsen
Producers: Ann Reilly & Kohbe Vela
Editor: Griffin Englander
Digital Producer: Karolina Sikorsky
Digital Developer & Animator: Anthony Collins
Retoucher & Finished Artist: John Shard
Director: Lance Kelleher
Producer: Emma Thompson
Editor: Rohan Zerna (The Butchery)
Post Production: Cutting Edge
Executive Producer: Trelise Blade
VFX: Steve Leacy & Glen Cone
Colourist: Justin McDonald
Sound Design: Mike Lange
Music: Level Two Music
Track: Fancy Shoes
Photographer: Damien Bredberg
Client: the Lott
General Manager Marketing: Andrew Shepherd
Brand Portfolio Manager – Jackpots: Ben Johnson
Brand Manager – Jackpots: Gina Gilmore