Lotto NZ brings Imagine campaign to life with cheeky Polar Bare activation via Bastion Shine

Lotto NZ has taken its latest Imagine campaign off-screen and onto the slopes with a bold brand activation developed by Bastion Shine.

As part of the Snow Machine festival at The Remarkables in Queenstown, The Powerball Polar Bare Cheeky Promise activation built on Lotto’s television ad where a Powerball winner follows through on his promise to ski naked down a mountain.

At Polar Bare, over 300 pairs of togs printed with promises from Kiwis of what they would commit to should they win Powerball, were given out to participants. From light-hearted dares such as ‘Swim with sharks,’ to more heartfelt commitments like ‘Give my time to good causes,’ the promises reflected Lotto NZ’s insight that “a promise is a promise.”

Lotto NZ Head of Brand Genna Duff says the Cheeky Promise activation at Snow Machine’s Polar Bare brings to life the fun, playful spirit from one of the country’s most talked-about and complained ads of 2025: “The Polar Bare is all about freedom, fun, and doing something a little outrageous – exactly the kind of spirit we wanted to capture in our Imagine campaign. Cheeky Promise extended that story into the real world, creating both a unique brand experience and memorable content moments.”

Ahead of the race, the togs were displayed on a large-scale media wall, creating a vibrant visual centrepiece and shareable backdrop for participants and festivalgoers.

Those who wore the Cheeky Promise togs in the event went into the draw to win one of three $1,000 cash prizes.

Bastion Shine Managing Director of Communications and Experience Joanna James says that the team loved bringing the Lotto Powerball Imagine campaign to life: “We wanted to produce something that had strong potential for broadcast, social, and PR. The activation generated high-energy moments on and off the mountain thanks to the event’s visual appeal, the emotive promises submitted by New Zealanders, and natural synergy with the Imagine campaign narrative.”