The Lott has introduced its first major masterbrand campaign in four years, titled ‘The World Needs Wonder’. This initiative was developed in collaboration with creative agency Special and dentsu Queensland. The new platform aims to highlight The Lott’s integral role in the daily lives of Australians, celebrating its position as a leading retail network.
David Liddell, Head of Brand Portfolio at The Lott, emphasized that the campaign reflects the brand’s significance in communities across Australia. He stated, “The Lott is woven into the fabric of Australians’ daily lives… This campaign is about celebrating and positioning The Lott as the nation’s number one supplier of wonder.”
Creative Strategy and Community Impact
The campaign’s creative direction focuses on the concept of wonder and its ripple effect within communities. According to Ryan Fitzgerald, Executive Creative Director at Special, “Allowing yourself to wonder is a potent thing… This platform highlights The Lott’s ability to light up that part of people.” The launch aims to showcase how wonder can energize individuals and communities alike.
Bec Stambanis, Partner and Chief Strategy Officer at Special, noted the cultural significance of The Lott in shaping the campaign’s strategy. She remarked, “It is a rare privilege to work on a masterbrand brief of this scale… Our goal was to reflect that reality.” The campaign’s hero film, directed by Fiona McGee of Revolver, employs a fishing analogy to illustrate the excitement of possibility. The narrative unfolds in a small town where rumors of a giant fish prompt residents to dream of catching it, mirroring the thrill of lottery play and the collective joy it can inspire.
Integrated Media Rollout
The media strategy for this campaign is extensive, crafted to evoke feelings of wonder across various platforms. dentsu Queensland has developed an integrated media rollout that includes television, cinema, YouTube, streaming services, and social media platforms like Meta and TikTok. A 60-second roadblock will anchor the campaign’s launch, aimed at encouraging Australians to “feel the wonder.”
Nicola Pappadopoulos, Client Director at dentsu Queensland, explained that the media approach aligns closely with the campaign’s creative themes. “This is a true partnership built to amplify possibility through a powerful storytelling platform… We’ve focused on premium, high-reach placements to capture attention,” she said.
The launch of ‘The World Needs Wonder’ marks an evolution in The Lott’s storytelling that reconnects with the emotional core of the lottery experience. With nearly every Australian town hosting a Lott outlet, the campaign reinforces the brand’s presence as a familiar aspect of community life.
This new initiative stands as The Lott’s first brand platform update since 2021, aiming to strengthen its relationship with Australians by celebrating the sense of wonder that lottery play can evoke. The collaborative efforts of various stakeholders, including marketing teams and creative agencies, have played a crucial role in shaping this ambitious campaign.
As the campaign rolls out, The Lott looks to generate excitement and inspire imaginations across the nation, fostering a renewed sense of community and possibility among Australians.
