Oz Lotto celebrates the quirks that money can’t change in new campaign via Special + dentsu QLD

Oz Lotto has unveiled a new national brand platform, ‘Kinda Life Changing’, created in partnership with Special and dentsu Queensland, marking a shift toward a more human and character-led take on what winning big really means.

 

Rather than portraying lottery winners as instantly transformed versions of themselves, the platform is grounded in a distinctly Australian insight: while millions of dollars might upgrade your lifestyle, it probably won’t erase the quirks, habits and routines that make you who you are.

Directed by Nick Kelly at MOFA, the hero films bring this idea to life through understated humour, leaning into familiar Australian character traits rather than spectacle.

To launch the new brand platform, a joint media strategy has been developed by dentsu Queensland designed not just to introduce, but to embed the new platform.

The campaign will roll out across TV, out-of-home, YouTube, SVOD, BVOD, social, and cinema.

Oz Lotto
CMO: Andrew Shepherd
General Manager Marketing: Ben Johnson
Head of Brand – Jackpots: Kirsten Read S
Senior Marketing Manager: Jennifer Lyons
Senior Brand Manager: Phoebe Kenny
Marketing Coordinator: Olivia Coogan
Assistant Brand Manager: Maddie McDonald
Creative Director: Alastair Emmett
Head of Performance Marketing: Nathan Pedwell
Performance Marketing Manager: Apostolos Keramidas

Special
Partner & CEO: Lindsey Evans
Partner & CCO: Tom Martin & Julian Schreiber
Partner & CSO: Bec Stambanis
Managing Director: Sasha Firth Executive
Creative Director: Ryan Fitzgerald
Senior Producer: Glen Mcleod
Group Creative Directors: Zoë Hawkins and Russel Fox
Design Director: Dan Jones
Senior Business Director: Phoebe Peralta
Senior Business Manager: Jessica Osrin

Production Company: MOFA
Director: Nick Kelly
Managing Director/EP: Llew Griffiths
Producer: Niko Aulich
DOP: Shelley Farthing-Dawe
Production Designer: Patrick Bennet
Costume: Emma Lamp
Casting: Studio P Casting

Editorial: Arc
Editor: Graeme Pereira
EP: Winnie O’Neill
Colourist: Fergus Rotherham

Sound: Rumble Studios
Senior Sound Designer: Liam Annert
Producers: Bec Ivanov & Chiana Dabu

dentsu Queensland
Integrated Client Lead: Kelly Jack
Client Partner: Monique Gerada
Client Director: Nicola Pappadopolus

 

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel