Social media star Ozzy Man spearheads OZ Lotto brand makeover campaign via Marketforce

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Lotterywest has given its Tuesday jackpotting game Oz Lotto a makeover with a brand new campaign that’s all about celebrating the winning moment.


Crazy characters, true blue Aussie themes and most importantly quintessential Aussie humour are the catalyst for the new branding. Lotterywest Senior Marketing Officer, Melissa Catenacci, said it was all about having fun.

“It’s been years since Lotterywest has rebranded OZ Lotto so capturing that moment of a big Lotto win with a sense of fun and humour has been really rewarding,” she said. “It was important for us to bring OZ Lotto’s larrikin personality to life in these ads and we hope West Aussies enjoy the tongue in cheek humour as much as we do.”

And it doesn’t get more Aussie than Perth home-grown talent and social media phenomenon Ozzy Man (aka Ethan Marrell), who wrote the ads with the creative team from Marketforce.

The ads are in the style of his hugely popular YouTube commentaries and focus on winners’ reactions, all while being commentated by Ozzy Man.

Marrell describes Ozzy Man as “a bogan with a heart of gold who people laugh with, rather than at.” He has 8.6 million followers on Facebook, 3.5 million on Youtube and 1.3 million on Instagram.

Marketforce chief creative officer Paul Coghlan said it was great to have Ozzy Man on board.

“Yeah nah yeah, this Oz Lotto brand repositioning has been a lot of fun to bring to life,” he said. “In this new strategic shift we tap what makes Aussie culture great – celebrating the underdog, sport, and humour.

“It was fantastic to get amongst it with Ozzy Man on this, along with the hard-working folk at Sandbox, Soundbyte, and Initiative.

“The Get Amongst It platform spans TV, digital, radio, outdoor and in-store and is reaching a whole new audience.

Agency: Marketforce Perth
Strategy: Nicole Cikarela

Creative: Paul Coghlan, Brandon Piggott, Justin Borromei
Account service: Sarah Sawdon, Emily Hooper
Studio: Michael Barratt
Digital: Maurice Melchers

Production Co: Sandbox
Director: Alex Feggans

DOP: Patrick O’Sullivan
Producer: Jenny Crabb
Production Coordinator: Maria Elena Amatuli
Production Design: Murray Edwards
Editor: Tony Bannan, Denzil Heeger
VFX: Tony Bannan
Colourist: Jaemie Manners
Sound Design: Brad Habib – Soundbyte

Media strategy: Natalie Salinovich, Harriet Cohen – Initiative