Lotto New Zealand
Client: Lotto New Zealand
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.