Winning is just the beginning, as heart rules over head in new Lotterywest Set for Life campaign, via 303 MullenLowe Perth

Using the tagline ‘Winning is just the beginning!’, the new campaign for Lotterywest aims to explain the benefits of winning Set for Life, and the financial freedom it provides – not just once, but 240 times over, every month during the life of the payout.

Eloise Cribb, Business Director, 303 MullenLowe explains: “Set for Life is a unique product in the Lotto landscape, with winners getting to live life better across a 20-year journey. The campaign strategy stemmed from the insight that the pressures of life – not the least, financial – mean that typically the head wins out over the heart. The result is a creative platform that illustrates with $20,000 a month for 20 years, Set for Life will help your heart win over your head on a monthly basis.”

The ‘Winning is just the beginning!’ campaign will be seen across TV and online video, large format outdoor, radio, social, digital and owned channels across the retail network, and aims to drive growth in the number of people playing for the monthly win, particularly new or infrequent Lotto players.

Ruby Broun, Manager Brand and Campaign, Lotterywest says: “The Set for Life annuity prize can be a difficult concept to grasp, being a $4.8 million Division One prize, paid out as $20k a month for 20 years. We needed a creative platform that celebrated the annuity prize construct and helped players understand the benefits of monthly payments.

“We are incredibly proud of ‘Winning is just the beginning!’ and the partnership with our agencies 303 MullenLowe and Initiative, along with production partner Beautiful Pictures who brought this to life.”

303 MullenLowe Perth Chief Creative Officer Damian Royce said: “The prize structure is a different proposition to anything else in this sector, one that enables people to make every month an adventure of possibilities. Therefore, our creative approach aimed to visualise how Set for Life offers 240 chances to progressively enhance the winners’ life as time goes by, not just changing it as a once-off.”

About Lotterywest

Lotterywest is the only State Government owned and operated lottery in Australia and one of the few in the world where all available profits are returned directly back to the WA community through a grants program. Throughout the year, Lotterywest supports a multitude community groups, projects and events across WA, with more than $350 million given back to the WA community last financial year.

The 30” TVC can be viewed here: https://youtu.be/NvFRrrFUboc

Creative credits

Lotterywest

Director, Marketing and Sales – Jenny Cullen

Manager, Brand and Campaign – Ruby Broun

Marketing Officer – Lauren Duckworth

303 MullenLowe Perth

Chief Creative Officer – Damian Royce

Chief Strategy Officer – Matt Oakley

Art Director – Stephen Hansen

Copywriter – Zosia Kilpatrick

Senior Designer – Madeleine De Pierres

Finished Artist – Suzanne Whoston

Digital Designer – Casey Upchurch

Business Director – Eloise Cribb

Business Manager – Rebecca Di Pardo

Business Executive – Sarah Holmsen

Producer – Johnathan Julius

Production Team

Production Co: Beautiful Pictures

Director: Corrie Jones

EP: Kate Downie

Line Producer: Gemma Hall

DOP: Patrick O Sullivan

1st AD: Kiran Wilson

1st AC: Arthur Bienkowski

2nd AC & Data Wrangler: David Atwell

Gaffer: Grant Wilson

Best Boy: Arif Defty-Rashid

ELX: Jason Edwards
Key Grip: Greg McKie

Grip Assist: Henry Richards

Sound Recordist: Gav Repton

Hair & Make Up: Kate Farmer

Costume Designer & Buyer: Nicole Manera

HMU & Costume Assist:  Tenille Flintoff

Art Director: Mon Wajon

Art Assistant: Hannah Terpsis

Nurse & Safety: Tamsin Johnson

Location Manager: Holly Matusiak

Location Assist: Molly Hudson

Catering: Catering Essentials

Photography: Duncan Wright

Photography Assist & Digi Op : Thomas Earnshaw

Post Production: Last Pixel

Post Production Supervisor: Dave McDonell

Audio Post Production: Cue Sound

Music Composition & Mix: Mike Frogomeni

Audio Post Producer: Anika Fourie

Casting: Toesox

Casting Agent: Megan Carpenter

Media Planning (Initiative)

Head of Client Service – Steve Hare

Investment Partnerships Manager – Ricardo Abrahao

Investment Partnerships Executive – Danielle Marazis