Filthy rich

Season 2 Launch

The Background

Lottery advertising campaigns have typically highlighted the life-changing possibilities of winning the “big one” by selling the dream, but Lotto NZ's new campaign, 'Good on you', reminds viewers of the charitable purposes supported by New Zealand’s Lotteries Commission.

"adaptable delivered us a new look & feel that is flexible enough to be used across every single one of our digital channels."

Simon Partington, Senior Content & Social Manager, National Express

The Design Process

Cousins says the stories highlighted in the campaign were chosen because they were representative of where lottery donation funds actually go.


“What we tried to unearth here are stories that we think will have public resonance but [also] do reflect [what] the money goes to. This is really allowing players to feel good about playing Lotto.”

The Result


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