Lotterywest helps WA dreams come to life in latest ‘Dream State’ campaign via Marketforce

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Lotterywest has launched a new campaign to coincide with WA Day. Dream State is a campaign designed to highlight the ripple effect on the WA community when players buy a Lotto or Scratch’n’Win ticket. It shines the spotlight on Lotterywest grant recipients, showcasing the many ways in which they create a “dream state” for Western Australians.


“Lotterywest is one of the most recognised and beloved institutions in Western Australia,” Lotterywest CEO Susan Hunt PSM said.

“While there is general recognition that when people play Lotterywest games they support the WA community, the campaign communicates some of the great community projects which are supported, whether as small as a grant for new toys for a local toy library or as big as a jet for the Royal Flying Doctor Service.

“Our focus with this campaign is to shine a light on the many organisations that are helping to build a better WA and we will do this by telling grant stories.”

Local agency Marketforce was behind the creative vision for the campaign, while Initiative delivered its media strategy.

“Lotterywest is an amazing WA brand that uniquely contributes back to its community,” Marketforce chief creative officer Paul Coghlan said. “Some West Australians don’t know just how much of what they love in WA is positively impacted by them doing something as simple as playing Lotto.

“The task we set ourselves was to sharpen up this connection, but in an endearing, fun way. Dream State is a truly integrated platform across mass media, and has involved the hard work of many passionate people – client, agency and local production houses. We’re all proud of the result.”

The stories, collected from Lotterywest grant recipients, will live on the Lotterywest website where people can see and share videos and stories about organisations Lotterywest supports.

Initiative’s communications design director Ashleigh Doy said its approach was to communicate to all audiences across WA, implementing smart, distinctive communications that ensured all communities received messaging relevant to them.

“We were excited to share the fantastic work and projects occurring across the WA community supported by Lotterywest, and given that these beautiful local stories are not time sensitive, we can keep creating and rolling them out so the Dream State story can be told at any time,” she said. “Our relationships with media owners proved invaluable in delivering this special objective, and we’re very proud to be involved in this campaign.”

Director: Richard Vilensky, Sandbox
Chief Creative Officer / Writer: Paul Coghlan, Marketforce
Group Account Director: Sarah Sawdon, Marketforce
Client leads: Sharon Chai & Jayde Glorie, Lotterywest

Production (Marketforce, Flare): Natalie Merven, Brandon Piggott, Chris Andrawes, Ben Derham, Gemma Kay, Michael Barratt, Emily Hooper, Dixie Marshall, Nicole Cikarela 
Production (Sandbox): Jenny Crabb, Allan Myles, Robert Woods, Jaemie Manners, Maria Elena Amatulli 
Production (Soundbyte): Robert Woods, Brad Habib 

Media strategy (Initiative): Ashleigh Doy, Vikki Stacy, Ali Mackellar, Harriet Cohen, Michelle Vabalevicus