Lotterywest + 303 MullenLowe launch new Lotto campaign, exploring possibility in your pocket
For the first time in nine years, Lotterywest has launched a new Lotto game: Millionaire Medley, with a new brand crafted from the ground up in partnership with 303 MullenLowe.
303 MullenLowe strategically positioned the new game brand, collaborating on naming and developing the brand identity. It also developed the supporting vibrant brand campaign ‘Possibility in your Pocket’, allowing consumers to dream of what is possible with a Millionaire Medley ticket in their pocket.
303 MullenLowe Perth, ECD, Sara Oteri, said: “We love doing work like this; strategically led creative that’s brought to life in a distinct and ownable way. I’m proud of my team, our talented partners and, of course, clients for leaning into all the possibility this campaign holds.”
The campaign is live across TV, radio, outdoor, social, press and digital.
Lotterywest’s Director, Marketing and Sales, Jenny Cullen, said: “It’s not often that we launch a new game and have the opportunity to develop a new brand. With available profits from every lotto ticket purchased going back to the WA community, we are proud to bring this new brand and campaign to life alongside our creative agency partners at 303 MullenLowe.”
Credits
Lotterywest
Director, Marketing and Sales: Jenny Cullen
Senior Brand Manager: Bryony Worrall
Manager, Brand and Campaign: Sandra De Witt
Marketing Officer: Tom Trefry
Marketing Officer: Steven Peles
Marketing Digital Manager: Thomas Doherty
Digital Marketing Officer: Athena Orias
Digital Marketing Officer: Claudia Evangelista
Director, Media and Communications: Sarah Dawson
Manager, Media and Communications: James Mooney
303 MullenLowe Perth
Executive Creative Director: Sara Oteri
Art Director: Stephen Hansen
Copywriter: Zosia Kilpatrick
Head of Design: Alby Furfaro
Senior Designer: Madeleine De Pierres
Finished Artist: Suzanne Whoston and Angela Homman
Producer: Johnathan Julius
Chief Strategy Officer: Matt Oakley
Senior Business Director: Eloise Cribb
Senior Business Manager: Rebecca Di Pardo
Business Manager: Sarah Holmsen
Production Company: Beautiful Pictures
Director: Luna Laure
Executive Producer: Kate Downie
Producer: Gemma Kay
DoP: Dave LeMay
Stills Photography & Retouching
Photographer and Retouching: Luke Carter Wilton
Photographer Assistant: Dan McBride
Post-Production & Animation
Offline & Online Editing: The Office of John Cheese
VFX Supervisor: James Hawkes
Designer & Animator: James Manton
Executive Producer: Haley Polacik
Animation Producer: Meline Samson
Audio Production & Music
Music Composition: Panda Candy
Audio Production: Cue Sound
Audio Producer: Anika Fourie
Sound Design & Sound Mix: Shaun Sandosham & Nick Gallagher
Talent
Talent Agency: Chadwicks
Hero Talent: Crystal Ngo
Media Planning (Initiative)
Head of Client Service: Sian Thomas
Strategy Manager: Lauren Corner
Investment Partnerships Manager: Ricardo Abrahao
Investment Partnerships Executive: Danielle Marazis
Event / External PR
David Gardiner
Trudi Alderman
4 Comments
This is a breath of fresh air. Top work to all involved, design and illustration specifically looking brilliant.
So how does it work and what makes it different from other lotto games ? This ad tells me nothing and possibility in your pocket is generic to every lotto ticket.
The idea makes sense to me, it tells me aspiration.
But ‘brought to life in a distinct and ownable way’ is a stretch. Meh.
Looks nice, but I’m sure the 30″ will tell us more… right?