OZ Lotto is Australia’s largest lottery, a national brand, like Powerball. We refreshed the brand for the first time in 15 years, sparking major growth, brand recall and most importantly, a desire to be part of the fun and energy of the new brand. To accompany the 360 campaign, a unique brand book was created, made to look and feel like the kind of vehicle manual you’d find in the glovebox. The 80+ page book was full of colorful copywriting and imagery which we spent hours creating, all with a giant smile on our faces.
Every November, the Melbourne Cup (the Australian equivalent of the Kentucky Derby) is celebrated with much fanfare and a day off work. One year, it was overshadowed by the biggest jackpot in Australian history. To promote it against the media hype of the horse race, we created a full color, double-page spread with a form guide listing the times each ball had been drawn (and last drawn) along with a fun, quippy blurb that supported our goal – to be Australian for fun!