The Lott has introduced its first major masterbrand campaign in four years titled “The World Needs Wonder.” Developed in collaboration with Special and dentsu Queensland, the campaign aims to reinforce the brand’s connection to daily life in Australia.
David Liddell, Head of Brand Portfolio at The Lott, emphasized the campaign’s intention to celebrate the brand’s integral role in Australian culture. He stated, “The Lott is woven into the fabric of Australians’ daily lives and is one of the country’s biggest retail networks.” The initiative is designed to position The Lott as the leading provider of wonder in the community. Liddell added that the campaign acknowledges the brand’s impact as a trusted presence in an ever-evolving world.
Creative Vision Behind the Campaign
The creative direction for the campaign is led by Ryan Fitzgerald, Executive Creative Director at Special. He explained that the concept of wonder is central to the narrative, highlighting how it can inspire collective joy and imagination. “Allowing yourself to wonder is a potent thing; to spark it in others is even more glorious,” Fitzgerald noted. The campaign showcases the energizing effects of wonder not only on individuals but also on communities.
Bec Stambanis, Partner and Chief Strategy Officer at Special, pointed out the cultural significance of The Lott. She remarked, “It is a rare privilege to work on a masterbrand brief of this scale. The partnership with The Lott allowed us to push creative ambition and craft a story that feels authentically Australian.” The campaign reflects the brand’s ubiquity, positioning it as a cultural touchstone found in almost every town across the nation.
The campaign’s hero film, directed by Fiona McGee from Revolver, employs a fishing analogy to illustrate the central theme. The narrative begins with rumors of a giant fish in a local lake, prompting the community to unite in anticipation. This scenario captures the excitement and collective thrill inherent in the lottery experience, illustrating the “what if” that fuels imagination before any win is realized.
Media Strategy and Community Impact
To amplify the campaign’s reach, dentsu Queensland has developed an integrated media strategy encompassing television, cinema, YouTube, and social media platforms including Meta and TikTok. A 60-second roadblock will anchor the launch, strategically designed to resonate with Australians.
Nicola Pappadopoulos, Client Director at dentsu Queensland, explained that the media approach aligns closely with the campaign’s creative themes. She stated, “This is a true partnership built to amplify possibility through a powerful storytelling platform.” The emphasis on premium placements aims to capture attention and encourage audiences to engage with the themes of wonder and imagination.
With nearly every Australian town housing a Lott outlet, the new campaign aims to solidify the brand’s presence as a familiar aspect of community life. The Lott describes the initiative not only as an evolution of its storytelling but also as a return to the emotional core of the lottery experience. This launch marks The Lott’s first new brand platform since 2021.
The campaign is a collaborative effort involving various team members from The Lott and Special, showcasing a wide range of creative talents. The leadership includes CMO Andrew Shepherd, General Manager of Marketing Ben Johnson, and a host of other professionals across both organizations.
The Lott’s new campaign, “The World Needs Wonder,” not only aims to enhance brand visibility but also seeks to inspire Australians to embrace the sense of wonder that lottery play can evoke in their everyday lives.
