The exuberance of musical theatre and winning a lottery coalesce in Long Live Saturday Lotterywest’s 2025 campaign by 303 MullenLowe. Thecampaign repositions Saturday Lotto not just as a game, but as a guardian of the weekend spirit. The hero TVC features a range of colourful characters and turns Saturday doldrums into joy with its call to action, Let’s reclaim Saturdays, and an anthem for a new era of both longtime players as well as new ones (aged 35–45) discovering the brand.
The full campaign will also cover radio, outdoor, social, press, digital and partnerships.
303 MullenLowe Perth chief strategy officer, Matt Oakley, stated, “During the initial research phase, it became apparent that Saturdays just aren’t like they used to be and there’s a lot of nostalgia for a time when weekends weren’t just a chance to prep for the following week. As the OG Lotterywest game, Saturday Lotto is the perfect antidote for weekends chocker with chores.”
303 MullenLowe Perth ECD, Sara Oteri, added, “Lotterywest has always been a part of Western Australia’s fabric and Saturday Lotto a part of our weekend rhythm. This platform celebrates that connection in a way that’s pure brand, not just product. A knowing nod that strikes an emotional chord with consumers and owns the occasion. And what better way to do it than with an anthem we can all sing along to.”
303 MullenLowe led research and developed all creative assets, as well as extensions into partnerships, design identity and design ecosystem, and integrated production. The campaign assets and brand partnerships were curated with longstanding partner, Initiative Media.
Credits
Client: Lotterywest
Director, Marketing and Sales: Jenny Cullen
Senior Brand Manager: Bryony Worrall
Manager, Brand and Campaign: Natalie Cole
Marketing Officer: Caryn Leong
Marketing Digital Manager: Thomas Doherty
Senior Digital Marketing Officer: Athena Orias
Digital Marketing Officer: Claudia Evangelista
Creative Agency: 303 MullenLowe
Executive Creative Director: Sara Oteri
Copywriter: Ellysia Burton
Head of Design: Alby Furfaro
Senior Designer: Madeleine De Pierres
Finished Artist: Suzanne Whoston
Head of Production: Johnathan Julius
Chief Strategy Officer: Matt Oakley
Senior Business Director: Eloise Cribb
Business Manager: Taylah Covich
Production Company: Beautiful Pictures
Director: Ariel Martin
Executive Producer: Kate Downie
Production Manager: Gemma Hall
DOP: Lewis Potts
Photographer: Finn Mackay
Composer: Ian Berney @ Panda Candy
Post Production: James Hawkes @ The Office of John Cheese
Colourist: Ferg Rotherham
Audio Post: Fable
Media: Initiative
