The Brand Agency and MSWA Mega Home Lottery unveils new campaign character, “Fifty-Mil”
The MSWA Mega Home Lottery is one of Western Australia’s most high-profile and successful fundraising initiatives, raising critical funds to support West Aussies living with neurological conditions. Since the first Mega Home Lottery in 2007, MSWA has created 50 millionaires and contributed over $50 million to fund research into MS and other neurological conditions.
To celebrate this milestone, MSWA and its long-standing agency, The Brand Agency, have created an engaging new character to front the next MSWA Mega Home Lottery campaign. Colloquially known as “Fifty-Mil,” the red puffer-wearing gentleman parodies the joyful, larger-than-life lifestyle that awaits WA’s next millionaire. The concept leans heavily into the campaigns strongest proof point, 50 millionaires already made, baking evidence of winners directly into the creative idea.
“We were looking for a fresh creative approach to appeal to a broader audience; people who’ve seen how the MSWA Mega Home Lottery has presented over the years but haven’t yet bought a ticket,” says Brendon Lewis, Business Director, The Brand Agency. “Our growth audience skews younger and is driven by better odds and the thrill of the big prize. The new Fifty-Mil campaign speaks to that in a fresh way for the MSWA Mega Home Lottery brand.
“It gives us such a rich creative world to play in with the character showing up through visuals, language, music, typography, tone and even bespoke cash. That allows for considered consistency across every campaign touchpoint, and there are a lot of them.”
Dana Alamsyah, Head of Lotteries, MSWA, added: “Every ticket sold helps fund vital research and support services for West Aussies living with neurological conditions. We can’t be more thankful to the generosity of Western Australians and their ongoing support of the MSWA Mega Home Lottery. The impact they have made has been truly life-changing to our neurological community.
“Fifty-Mil gives us a fun, memorable way to welcome new supporters into our story while celebrating the incredible milestone of 50 millionaires created. We couldn’t be more excited to bring him to life.”
Credits
Client: MSWA
Chief Experience Officer: Tony Millar
Head of Lotteries: Dana Alamsyah
Marketing Manager: Natalie Woloszyn
Senior Marketing Officers: Hananeh Arzavi, Spencer Hill, Anna Robbins Bevis
Creative, Media & Technology: The Brand Agency
Business Director: Brendon Lewis
Account Director: Rebecca Di Pardo
Senior Account Manager: Alex Crouch
Creatives: Steve Straw, Nate Teo, Blanche McKie, Jake Ransom
Head of Design: Dan Agostino
Designers: Emma Denner, Luke Lucas, Geroge Cooke
Media Planning Director: Jodie Hanrahan, Luke Marsala
Media Planner: Nabeel Ahmed
Senior Media Technologist: Lorna Bagnall
Technical Project Manager: Hannah Gidney
Developers: Pete Farrell, Ross Whisson
Electronic Art: Julian Farnan, Nicola Commons
Print Production: Paul Connelly
Senior Producer: Kelly Miller
Producer: Liam Crighton
Editors: Julien Solecio, Kaleb Woodward
Production Company: Clockwork Films
Music: Panda Candy
Directors: cowboys
Stills photography: Fabrizio Lipari