Lottery advertising’s traditional promise throughout the world is the huge totally life-changing win. Oz Lotto and Special’s humour has tapped into something more Aussie – winning millions could change your life, but it probably won’t change who you are. Your quirks, habits and weird little routines are here to stay. Oz Lotto has become Kinda Life Changing.
Jen Lyons, senior marketing manager, Oz Lotto, explained, “We exist in a category that celebrates gigantic, life-altering wins, but the truth is most Australians don’t want to lose themselves completely when they win the lottery. They want to live their best life, amplified. This platform is about grounding the brand in that relatable reality. We’re launching with a focus on massive initial reach – including over 1,800 OOH panels nationally – to embed the new platform and showcase Oz Lotto as the game for down-to-earth multi-millionaires.”
The new creative platform has fun with the contrast between everyday quirks and not-so-everyday upgrades. The hero commercials, directed by Nick Kelly at MOFA, play to the idea that even after winning Oz Lotto, the odd little traits that make people “them” stay put. Whether it’s your love of barbeque sauce, or your intense desire to keep your nice things nice, the creative celebrates the “you-ness” that remains even when your backdrop becomes significantly more fancy.
Ryan Fitzgerald, executive creative director, Special, noted, “Australians have a knack for downplaying things. Kinda Life Changing really leans into that. You might have just won the lottery, but there’s some things that’ll never change. It’s a fresh, confident and playful tone that really sets Oz Lotto apart from the category.”
The full campaign will cover TV, out of home, YouTube, SVOD, BVOD, social and cinema – with a premium follow-film placement alongside Wuthering Heights, ensuring the platform shows up in everyday Aussie routines and high-attention cultural moments.
Monique Gerada, client partner, dentsu Queensland, commented, “To launch a platform this distinct, we needed a media strategy that matches its scale, designed to deliver immediate reach and familiarity. Our approach is centred on connecting with Australians in the everyday moments that shape them – the routines, habits and quirks the platform celebrates. With a heavy-hitting out of home rollout, paired with premium video environments, we’re embedding Kinda Life Changing into Aussie vernacular.”
Credits:
Client: Oz Lotto
CMO: Andrew Shepherd
General Manager Marketing: Ben Johnson
Head of Brand – Jackpots: Kirsten Read
Senior Marketing Manager: Jennifer Lyons
Senior Brand Manager: Phoebe Kenny
Marketing Coordinator: Olivia Coogan
Assistant Brand Manager: Maddie McDonald
Creative Director: Alastair Emmett
Head of Performance Marketing: Nathan Pedwell
Performance Marketing Manager: Apostolos Keramidas
Creative Agency: Special
Partner & CEO: Lindsey Evans
Partners & CCOs: Tom Martin & Julian Schreiber
Partner & CSO: Bec Stambanis
Managing Director: Sasha Firth
Executive Creative Director: Ryan Fitzgerald
Senior Producer: Glen Mcleod
Group Creative Directors: Zoë Hawkins and Russel Fox
Design Director: Dan Jones
Senior Business Director: Phoebe Peralta
Senior Business Manager: Jessica Osrin
Production Company: MOFA
Director: Nick Kelly
Managing Director & EP: Llew Griffiths
Producer: Niko Aulich
DOP: Shelley Farthing-Dawe
Production Designer: Patrick Bennet
Costume: Emma Lamp
Casting: Studio P Casting
Editorial: ARC Edit
Editor: Graeme Pereira
EP: Winnie O’Neill
Colourist: Fergus Rotherham
Sound: Rumble Studios
Senior Sound Designer: Liam Annert
Producers: Bec Ivanov & Chiana Dabu
Media Agency: dentsu Queensland
Integrated Client Lead: Kelly Jack
Client Partner: Monique Gerada
Client Director: Nicola Pappadopolus
