Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Editors' Choice

Lotto NZ & DDB See A Fisherman Family's Dreams Come True

DDB Group Asia Pacific, 2 years, 3 months ago

Taking audiences on an exciting journey of hope and possibility, love and freedom in its epic new brand campaign directed by Steve Ayson

Lotto NZ & DDB See A Fisherman Family's Dreams Come True

In a bid to help Kiwis imagine what winning Lotto Powerball might mean for their lives and loved ones, DDB and Steve Ayson from The Sweet Shop have created a beautiful 90” tale about a hard-working fisherman who lives with his dad and son, but is often away at sea. 

Guy Cousins, Lotto NZ chief marketing officer, says, “We’ve spoken to past winners who have some amazing stories about how their lives have changed after winning Lotto, and it’s in more ways than you’d think. It’s not just about the things they can buy, but more about the freedom to choose how to spend their time and being able to focus on what really matters – quality time with family and friends.”


“We wanted to tell a story of what that freedom might mean to one family. It’s beautifully shot and it’s quite emotional. The film is the start of a long-term campaign across many touch-points that encourages New Zealanders to "Imagine" what they could do with their lives, to put themselves in the picture, and to dream about winning the big one,” Cousins adds.

Damon Stapleton, DDB chief creative officer says, “You often think about what you would buy if you won big, but when it comes down to it, it’s what you would do. This film gives every New Zealander permission to imagine.”

Steve Ayson from The Sweet Shop directed the film and says, “I think this spot has an interesting and unique dynamic with the son, dad and grandfather as the core characters. In the lotteries genre it’s a fresh conceptual approach to explore the idea that winning could buy you time with the people you love”.


Advertiser: Lotto NZ – Lotto Powerball

Chief Marketing Officer: Guy Cousins

Head of Brand & Communications: Keri Merrilees

Creative Agency

Account Executive: Michael Doolan

Chief Creative Officer: Damon Stapleton 

Executive Creative Director: Shane Bradnick 

Executive Producer: Judy Thompson

Group Business Director: Nikki McKelvie 

Head of Planning: Lucinda Sherborne

Photographer: Andy Robilliard

Senior Account Manager: Katya Urlwin & Jaheb Barnett

Senior Art Director: Corinne Goode 

Senior Copywriter: Natalie Knight

TV Producer: Rosie Grayson 

Media Agency

Media Agency: SparkPHD

Music and Sound

Artist: “On the Sea” Beach House 

Licensing : Jonathan Hughes Franklin Rd

Sound Design: Liquid Studios 


Editor: Peter Sciberras

Online Editor: Blockhead

Post Production / VFX

Grade: Martin Greer 

Print / OOH

Photographer: Ross Brown

Retoucher: Lightfarm

Production Company

Director: Steve Ayson 

DOP: Germain McMicking

Executive Producer: Fiona King

Producers: Larisa Tiffin & Kristian Eek 

Production Company: The Sweet Shop

Genre: Storytelling