OZ Lotto


OZ Lotto was an Australian lottery game that had stagnated for years. Originally introduced in the late 90s, it had become the least played, especially with the bigger jackpots of Powerball. We were given the task of reinventing the brand for a new generation.

The campaign led to the biggest sales and subsequently the biggest jackpot in Australian history – which happened to occur on the day of national horse race, The Melbourne Cup  (the equivalent to the Kentucky Derby). We hijacked press with a double page spread of a form guide (in tandem with a concerted PR push that had everyone talking about the big jackpot), capturing the racing fans’ hearts with humorous stats about when their lucky numbers were last drawn.


I developed the concepts for five broadcast ads, all digital assets, outdoor, print ads, brand book and radio as well as taking shots that were used nationally on billboards, posters and digital screens.

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