Good news. You don’t have to sell your feet pics. And you can ditch the horrible housemate. The Set for Life game has an enticing offer of Monthly Cash, No Catch. The new platform by Special and dentsu Queensland reframes the Set for Life game’s distinctive annuity-style Division 1 prize – $20,000 a month for 20 years – as the ultimate escape from the usual cycle of doing things you’d rather not, just to make a bit more money. Not a one-off windfall, but steady, reliable monthly money that shows up without the strings.

The platform taps into the surprising, yet relatable lengths people go to for that extra cash and captures the freedom and relief that a Set for Life win can bring. The hero films, directed by Good Oil’s Adam Gunser, follow characters putting up with awkward, frustrating, and often quite ridiculous situations to earn extra money, until they win Set for Life and are finally released from them.

Laura Grimshaw, senior copywriter, Special, stated, “Who hasn’t at least joked about selling feet pics in this economy? Or put up with a flatmate they really shouldn’t, just to save a bit of money. It’s a really relatable and fun space to play in creatively, and it’s incredibly satisfying to see the characters in these films escape their respective ‘catches’ once they win the Set for Life Division 1 prize.”

Kate Norris, senior marketing manager, Set for Life, added, “The $20K a month for 20 years offer makes Set for Life a highly unique game, so we knew it deserved an equally distinct brand platform. ‘Monthly Cash, No Catch’ perfectly captures the game’s role as a constant, reassuring wingman in our winners’ lives.”

The joint media strategy was developed by dentsu Queensland to reach Australians in those moments where audiences are feeling the impact of their ‘catches’. It focuses on those everyday pressure points – when you’re stuck in traffic on the way home from work, for instance, or trying to squeeze every second out of the weekend watching one more episode to drown out the Sunday scaries.

Louise Finger, senior client manager, dentsu Queensland, stated, “As someone in a love-hate relationship with second-hand clothing apps, I am no stranger to the allure of a side hustle. With such a creative, relatable and distinctive brand platform paired with a media strategy born out of rich audience insights we’re so excited to see this live in market.”

This campaign works to connect audiences with the creative in these moments by using high-impact channels, smart contextual placements and targeting through the week. The full campaign covers BVOD, SVOD, out of home, radio and social with an exciting integrated partnership including content, podcast integration and an activation with VMO’s The Cube to come.

Credits:
Client: Set for Life 
CMO: Andrew Shepherd  
General Manager Marketing: Ben Johnson   
Head of Brand – Lotto, Jackpots and Daily Games: Kirsten Read
Senior Marketing Manager: Kate Norris Senior Brand Manager: Izzy Kortlang

Creative Agency: Special 
Partner & CEO: Lindsey Evans 
Partners & CCOs: Tom Martin & Julian Schreiber  
Partner & CSO: Bec Stambanis 
Managing Director: Sasha Firth  
Head of Strategy: Nathan Rogers 
Executive Creative Director: Ryan Fitzgerald 
Group Creative Directors: Zoë Hawkins and Russel Fox 
Senior Creatives: Laura Grimshaw and Hannah McCowatt 
Design Director: Dan Jones 
Designer: Superom Ronyut-Henry
Head of Production: Sophie Simmons
Senior Producer: Glen Mcleod 
Senior Business Director: Phoebe Peralta 
Senior Business Manager: Jessica Osrin 

Production Company: Good Oil
Director: Adam Gunser
Executive Producer: Simon Thomas
Producer: Claire Richards
DOP: Ari Wegner
Production Design: Neville Stevenson
Casting: Peta Einberg
Editor: Lucas Baynes @ Arc 
Post Production: Arc Sydney
Sound & Music: Rumble Sound 
Sound Engineer: Daniel William (Film), Liam Annert (Radio)
Photography: Lula Cucchiara
Production Company: Sam I Am
Executive Producer: Rich Cole
Producer: Will Mumford
DOP: Henry Lockyer 

Media: dentsu Queensland