The World Needs Wonder. What a clever way to think about lotteries. Special and dentsu Queensland have achieved the improbable. They’ve found a new and very interesting way to present the appeal of lotteries for The Lott and wrapped it inside a captivating hero commercial with its dash of quirky Aussie humour.

That film, directed by Revolver’s Fiona McGee, uses fishing as a warm, whimsical analogy for lotteries. When word spreads of a massive fish in the local lake, a sleepy town snaps into action. The whole community comes together, with everyone believing they might be the one to hook the big catch and begin sharing their hopes and dreams. It’s a reminder that it’s not just about the big win but the small thrill of the ‘what if’ that everyone can share.

The World Needs Wonder is The Lott’s first significant brand platform since 2021. The new platform is built on the insight that anticipating something extraordinary can awaken people’s collective imagination. 

David Liddell, head of brand portfolio, The Lott, stated, “The Lott is woven into the fabric of Australians’ daily lives and is one of the country’s biggest retail networks. This campaign is about celebrating and positioning The Lott as the nation’s number one supplier of wonder. The World Needs Wonder acknowledges the role we play in communities everywhere as a trusted constant in an ever-changing world.”

Ryan Fitzgerald, ECD at Special, added, “Allowing yourself to wonder is a truly powerful thing, to spark it in others is even more glorious. This platform highlights The Lott’s ability to light up that part of people. The launch campaign plays with this notion, showing the energising effect that wonder can have, not just on the individual, but the collective.”

Bec Stambanis, Partner & CSO, Special, commented, “It is a rare privilege to work on a masterbrand brief of this scale. The partnership with The Lott allowed us to push the creative ambition and craft a story that feels authentically Australian. The Lott isn’t just a brand; it’s a cultural touchstone found in almost every town in the country. Our goal was to reflect that reality.”

A joint media strategy has been developed by dentsu Queensland designed not just to introduce the platform but to help Australians feel the wonder for themselves. The campaign will roll out across TV (including 60” roadblock) cinema, YouTube, SVOD, BVOD, Meta and TikTok.

Nicola Pappadopoulos, client director, dentsu Queensland, stated, “This is a true partnership built to amplify possibility through a powerful storytelling platform. The World Needs Wonder has been brought to life through an integrated media approach that works hand-in-hand with creative, sparking curiosity and creating moments of imagination. We’ve focused on premium, high-reach placements to capture attention and encourage Australians to pause, imagine, and share the feeling of possibility.”

Credits:
Client: The Lott 
CMO: Andrew Shepherd 
General Manager Marketing: Ben Johnson  
Head of Brand Portfolio: David Liddell 
Senior Marketing Manager: Elizabeth Trott 
Senior Brand Manager: Siobhan McCann  
Brand Manager: Tahnee Mayall 
Assistant Brand Manager: Rachel Morrissey  
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 
Head of Film + Content: Sophie Simmons
Creative Team: Magnus Flynn & Toby Moore 
Design Director: Dan Jones
Social Creative Team: Mia McGuire & Imogen Smith
Strategy Director: Leigh Arbon
Senior Business Director: Phoebe Peralta
Senior Business Manager: Jess Osrin

Production Company: Revolver 
Director: Fiona McGee
Managing Director & Co Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Producer: Alex Kember
DOP: Sam Chiplin
Production Designer: Alex Holmes
Costume: Eliza Godman
Casting: Citizen Jane

Editing: The Editors
Editor: Mark Burnett
Executive Producer & Managing Partner: Nicoletta Rousianos

Post-Production & VFX:  Fin Design + Effects
VFX Supervisor: Mikey Brown
VFX Producer: Jasmine Thurtell 
Colourist: Edel Rafferty  
VFX Supervisor: Mikey Brown 
VFX Producer: Jasmine Thurtell 

Music Composition + Sound Post: Sonar Music
Social Content Director, DOP & Editor: Nathaniel Kiwi

Media Agency: dentsu Queensland  
Integrated Client Lead: Kelly Jack  
Client Partner: Monique Gerada 
Client Director: Nicola Pappadopolus 
Senior Client Executive: Mollie Jennings