Lotto New Zealand
Client: Lotto New Zealand
Product: Powerball
Title: On Ice
Media: Film, Digital, OOH
Country: New Zealand
Date Of Campaign: July 2021 - present
Background: Many Lotto players do something strange: They delay checking their ticket to give themselves longer to imagine. So instead of focusing on the win - like every Lotto ad on the planet - we focused on the wait.
Idea: A Lotto campaign that rewarded viewers by making them wait.
Results: Over 145,000 New Zealanders spent more than 3.2 years searching the base in Antarctica, waiting in anticipation to find out the ending of the ad.
Integrated
Gold
Silver
![](https://assets.caples.org/2022-judgingfiles/1142t.jpg)
Forsman & Bodenfors
Visit Sweden
Discover the originals
![](https://assets.caples.org/2022-judgingfiles/3095t.jpg)
Happiness
Canon
ReStory
![](https://assets.caples.org/2022-judgingfiles/3395t.jpg)
McCann London
eBay UK
Dream Transfer
![](https://assets.caples.org/2022-judgingfiles/3205t.jpg)
No Fixed Address
Little Caesars
Naming Rights
![](https://assets.caples.org/2022-judgingfiles/296t.jpg)
TBWA
City of Lahti
Lahti - European Green Capital 2021
Bronze
![](https://assets.caples.org/2022-judgingfiles/3094t.jpg)
Lotto New Zealand
On Ice
![](https://assets.caples.org/2022-judgingfiles/964t.jpg)
DDB Sydney
Volkswagen Group Australia
The Ad Break Championship - GTI Hijack
![](https://assets.caples.org/2022-judgingfiles/1779t.jpg)
Lola Mullenlowe
Unilever - Axe
Get Axeinated
![](https://assets.caples.org/2022-judgingfiles/908t.jpg)
Oliver Agency
the Guardian
Guardian 200 Years, a Work in Progress
![](https://assets.caples.org/2022-judgingfiles/2316t.jpg)
TBWA RAAD
Hilton
Waitographer
![](https://assets.caples.org/2022-judgingfiles/591t.jpg)
Zulu Alpha Kilo
SingleCut Beersmiths
Notes IPA
![](https://assets.caples.org/2022-judgingfiles/585t.jpg)
Zulu Alpha Kilo
HomeEquity Bank / Royal Canadian Legion
Orders of Sacrifice