Oz Lotto launches ‘Kinda Life Changing’ brand platform

Oz Lotto has introduced a new creative platform highlighting that winning millions changes your life, but not who you are.

The announcement:

Oz Lotto has introduced a new brand platform, ‘Kinda Life Changing’, developed in partnership with Special and dentsu Queensland. Rolling out nationally, the campaign taps into a very Aussie truth: winning millions could change your life, but it probably won’t change who you are. Your quirks, habits and weird little routines are here to stay.

Says Jen Lyons, senior marketing manager, Oz Lotto: “We exist in a category that celebrates gigantic, life-altering wins, but the truth is most Australians don’t want to lose themselves completely when they win the lottery. They want to live their best life, amplified. This platform is about grounding the brand in that relatable reality. We’re launching with a focus on massive initial reach – including over 1,800 OOH panels nationally – to embed the new platform and showcase Oz Lotto as the game for down-to-earth multi-millionaires.”

The new creative platform has fun with the contrast between everyday quirks and not-so-everyday upgrades. Directed by Nick Kelly at MOFA, the hero films lean into the idea that even after winning Oz Lotto, the odd little traits that make people “them” stay put. Whether it’s your love of barbeque sauce, or your intense desire to keep your nice things nice, the creative celebrates the “you-ness” that remains even when your backdrop becomes significantly more fancy.

Says Ryan Fitzgerald, executive creative director, Special: “Australians have a knack for downplaying things. Kinda Life Changing really leans into that. You might have just won the lottery, but there’s some things that’ll never change. It’s a fresh, confident and playful tone that really sets Oz Lotto apart from the category.”

To launch the new brand platform, a joint media strategy has been developed by dentsu Queensland designed not just to introduce, but to embed the new platform. The campaign will roll out across TV, out of home, YouTube, SVOD, BVOD, social and cinema – showcasing the platform on the big screen with a premium follow-film placement alongside Wuthering Heights, ensuring the platform shows up in everyday Aussie routines and high-attention cultural moments.

Says Monique Gerada, client partner, dentsu Queensland: “To launch a platform this distinct, we needed a media strategy that matches its scale, designed to deliver immediate reach and familiarity. Our approach is centred on connecting with Australians in the everyday moments that shape them – the routines, habits and quirks the platform celebrates. With a heavy-hitting out of home rollout, paired with premium video environments, we’re embedding ‘Kinda Life Changing’ into Aussie vernacular.”

CREDITS
Oz Lotto 
CMO: Andrew Shepherd
General Manager Marketing: Ben Johnson
Head of Brand – Jackpots: Kirsten Read
Senior Marketing Manager: Jennifer Lyons
Senior Brand Manager: Phoebe Kenny
Marketing Coordinator: Olivia Coogan
Assistant Brand Manager: Maddie McDonald
Creative Director: Alastair Emmett
Head of Performance Marketing: Nathan Pedwell
Performance Marketing Manager: Apostolos Keramidas

Special
Partner & CEO: Lindsey Evans
Partner & CCO: Tom Martin & Julian Schreiber
Partner & CSO: Bec Stambanis
Managing Director: Sasha Firth
Executive Creative Director: Ryan Fitzgerald
Senior Producer: Glen Mcleod
Group Creative Directors: Zoë Hawkins and Russel Fox
Design Director: Dan Jones
Senior Business Director: Phoebe Peralta
Senior Business Manager: Jessica Osrin

Production Company: MOFA 

Director: Nick Kelly

Managing Director/EP: Llew Griffiths

Producer: Niko Aulich

DOP: Shelley Farthing-Dawe

Production Designer: Patrick Bennet

Costume: Emma Lamp

Casting: Studio P Casting

Editorial: Arc Edit

Editor: Graeme Pereira

EP: Winnie O’Neill

Colourist: Fergus Rotherham

Sound: Rumble Studios

Senior Sound Designer: Liam Annert

Producers: Bec Ivanov & Chiana Dabu

dentsu Queensland  
Integrated Client Lead: Kelly Jack
Client Partner: Monique Gerada
Client Director: Nicola Pappadopolus

Source: Extollo