VMLY&R Brisbane create Tagged Lotto, There’s No Nicer Feeling campaign

4 September 2019

Creative Agency: VMLY&R

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The campaign honours Lotto’s 40-year heritage.

Sharing is at the heart of a new Lotto campaign created by VMLY&R Brisbane.

Tagged Lotto, There’s No Nicer Feeling the campaign is set to Julia Stone’s version of “Wouldn’t It Be Nice” and tells simple and heartfelt stories of how Lotto winners share their winnings to connect with family and friends.

The campaign launches with a 60-second film, followed by three 45-second spots showcasing stories that illustrate the sentiment that while winning a million dollars is nice, there is no nicer feeling than sharing.

Jo Millington, client service director, VMLY&R Brisbane says the campaign needed to honour Lotto’s 40-year heritage and status as the category’s flagship brand, but also needed to modernise in order to attract new customers.

“Every day we relish working with such an iconic brand but partnering so closely with our client on this significant project has been incredibly rewarding," Millington says.

Paul Nagy CCO, VMLY&R added: “We knew sharing with family and friends was still the key motivational driver behind playing Lotto, so the platform was developed on the belief that, winning is nice, but there’s no nicer feeling than sharing."

“The campaign is shot mostly in black and white, to create a look that’s as special as the relationships we’re depicting and the wash of colour enhances the feeling.”

Dave Liddell, Senior Marketing Manager Lotto said: “It’s a brand truth that winning Lotto takes away some of life’s pressures, so people can connect with the ones they love. This platform brings that to life beautifully.”

Credits

TABCORP
Head of Brand - Lotteries – Ben Johnson
Senior Marketing Manager -Dave Liddell
Senior Brand Manager - Gina Gilmore
Brand Manager - Kelly-Maree Caris
Assistant Brand Manager – Paris Mann

VMLY&R
CCO – Paul Nagy
Strategy Director – Andrew Kolb
Associate Creative Director – Chelsea Parks
Associate Creative Director – Guido Pecego
Creative Group Head – Jim McKeown
Client Service Director – Jo Millington
Senior Account Director – Gen Leonard
Account Manager – Peyton Taylor
Account Executive – Charlotte White
Head of Broadcast and Content – Mignon van Weeren
Agency Producer – Katrine Bowman

SWEETSHOP
Director - Louis Sutherland
DOP – Marty Williams
Executive Producer – Llew Griffiths
TV Producer - Breigh Sutherland

ARC EDIT
Editor - Simon Price
Post Producer -Jess Calvert

Alt VFX
VFX Supervisor/Flame Artist - Dave Edwards
Colourist - Billy Wychgel
Lead Compositor – Murray Smallwood
Post Producer - Helise Andreoli

Cutting Edge
Sound Design, mix and SFX – Mike Lange
Post Producer – Aysha Jones

Photography
Toby Dolman

 

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