The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2020 One Show - Film

L05T

Agency DDB Group New Zealand / Auckland

Client Lotto NZ
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Annual ID

OS_FI20_041S

About the Work

Lotto players range from 18-108 with the bulk of their players over 45. Because of this Lotto tend to spend the majority of their budget on a big TV ad every year. In 2019, Lotto still wanted to reach these older players, but also needed to be more engaging and relevant online to the 18-35 market who don't watch traditional TV. So we created a Lotto ad that was also a Lotto ticket. The spot initially played on TV like a regular commercial, but a month after the release, we revealed to the media that just like a Lotto draw, 8 numbers were hidden throughout the 90 second ad. Viewers needed to find 7 to create their ticket to be in to win. The idea of searching for a ticket was also baked into the story of the ad, which was about a woman who loses her winning ticket. So as she searching, the audience was too. An interactive site turned the search into a game, and throughout the campaign clues were drip fed across social media and even the live National Draw on TV each week. You can search for the numbers at lostnumbers.co.nz