Let heart rule over head in new Lotterywest ‘Set for Life’ campaign via 303 MullenLowe

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Unique holidays and experiences, a better house and more family adventures are just some of the possible ‘heart over head’ choices showcased in the new “Winning is just the beginning!”, Set for Life Lotto campaign created via 303 MullenLowe.


Using the tagline ‘Winning is just the beginning!’, the campaign for Lotterywest aims to explain the benefits of winning Set for Life, and the financial freedom it provides – not just once, but 240 times over, every month during the life of the payout.

Eloise Cribb, Business Director, 303 MullenLowe, said: “Set for Life is a unique product in the Lotto landscape, with winners getting to live life better across a 20-year journey. The campaign strategy stemmed from the insight that the pressures of life – not the least, financial – mean that typically the head wins out over the heart. The result is a creative platform that illustrates with $20,000 a month for 20 years, Set for Life will help your heart win over your head on a monthly basis.”

The ‘Winning is just the beginning!’ campaign will be seen across TV and online video, large format outdoor, radio, social, digital and owned channels across the retail network, and aims to drive growth in the number of people playing for the monthly win, particularly new or infrequent Lotto players.

Let heart rule over head in new Lotterywest ‘Set for Life’ campaign via 303 MullenLowe

Ruby Broun, Manager Brand and Campaign, Lotterywest, says: “The Set for Life annuity prize can be a difficult concept to grasp, being a $4.8 million Division One prize, paid out as $20k a month for 20 years. We needed a creative platform that celebrated the annuity prize construct and helped players understand the benefits of monthly payments.

“We are incredibly proud of ‘Winning is just the beginning!’ and the partnership with our agencies 303 MullenLowe and Initiative, along with production partner Beautiful Pictures who brought this to life.”

303 MullenLowe Perth’s Chief Creative Officer, Damian Royce, said: “The prize structure is a different proposition to anything else in this sector, one that enables people to make every month an adventure of possibilities. Therefore, our creative approach aimed to visualise how Set for Life offers 240 chances to progressively enhance the winners’ life as time goes by, not just changing it as a once-off.”

Director, Marketing and Sales – Jenny Cullen
Manager, Brand and Campaign – Ruby Broun
Marketing Officer – Lauren Duckworth

303 MullenLowe Perth
Chief Creative Officer – Damian Royce
Chief Strategy Officer – Matt Oakley
Art Director – Stephen Hansen
Copywriter – Zosia Kilpatrick
Senior Designer – Madeleine De Pierres
Finished Artist – Suzanne Whoston
Digital Designer – Casey Upchurch
Business Director – Eloise Cribb
Business Manager – Rebecca Di Pardo
Business Executive – Sarah Holmsen
Producer – Johnathan Julius

Production Team
Production Co: Beautiful Pictures
Director: Corrie Jones
EP: Kate Downie
Line Producer: Gemma Hall
DOP: Patrick O Sullivan
1st AD: Kiran Wilson
1st AC: Arthur Bienkowski
2nd AC & Data Wrangler: David Atwell
Gaffer: Grant Wilson
Best Boy: Arif Defty-Rashid
ELX: Jason Edwards
Key Grip: Greg McKie
Grip Assist: Henry Richards
Sound Recordist: Gav Repton
Hair & Make Up: Kate Farmer
Costume Designer & Buyer: Nicole Manera
HMU & Costume Assist: Tenille Flintoff
Art Director: Mon Wajon
Art Assistant: Hannah Terpsis
Nurse & Safety: Tamsin Johnson
Location Manager: Holly Matusiak
Location Assist: Molly Hudson
Catering: Catering Essentials
Photography: Duncan Wright
Photography Assist & Digi Op : Thomas Earnshaw
Post Production: Last Pixel
Post Production Supervisor: Dave McDonell
Audio Post Production: Cue Sound
Music Composition & Mix: Mike Frogomeni
Audio Post Producer: Anika Fourie
Casting: Toesox
Casting Agent: Megan Carpenter

Media Planning (Initiative)
Head of Client Service – Steve Hare
Investment Partnerships Manager – Ricardo Abrahao
Investment Partnerships Executive – Danielle Marazis

Let heart rule over head in new Lotterywest ‘Set for Life’ campaign via 303 MullenLowe Let heart rule over head in new Lotterywest ‘Set for Life’ campaign via 303 MullenLowe