The Lott has launched ‘The World Needs Wonder’ in its first significant brand platform since 2021. Developed in partnership with Special and dentsu Queensland, according to the brand the campaign brings to life The Lott’s purpose: to spark possibility and let Australians dream.
The new platform draws on the insight that anticipating something extraordinary can awaken collective imagination.
“The Lott is woven into the fabric of Australians’ daily lives and is one of the country’s biggest retail networks. This campaign is about celebrating and positioning The Lott as the nation’s number one supplier of wonder. ‘The World Needs Wonder’ acknowledges the role we play in communities everywhere as a trusted constant in an ever-changing world,” said David Liddell, head of brand portfolio, The Lott.
“Allowing yourself to wonder is a truly powerful thing, to spark it in others is even more glorious. This platform highlights The Lott’s ability to light up that part of people. The launch campaign plays with this notion, showing the energising effect that wonder can have, not just on the individual, but the collective,” added Ryan Fitzgerald, ECD, Special.
“It is a rare privilege to work on a masterbrand brief of this scale. The partnership with The Lott allowed us to push the creative ambition and craft a story that feels authentically Australian. The Lott isn’t just a brand; it’s a cultural touchstone found in almost every town in the country. Our goal was to reflect that reality,” commented Bec Stambanis, partner and CSO, Special.
The launch film, directed by Revolver’s Fiona McGee, uses fishing as a warm, whimsical analogy for lotteries. When word spreads of a massive fish in the local lake, a sleepy town snaps into action. The whole community comes together, with everyone believing they might be the one to hook the big catch and begin sharing their hopes and dreams. It’s a reminder that it’s not just about the big win but the small thrill of the ‘what if’ that everyone can share.
To launch the new brand story, a joint media strategy has been developed by dentsu Queensland designed not just to introduce the platform but to help Australians feel the wonder for themselves. The campaign will roll out across TV (including 60” roadblock) cinema, YouTube, SVOD, BVOD, Meta and TikTok.
“This is a true partnership built to amplify possibility through a powerful storytelling platform. ‘The World Needs Wonder’ has been brought to life through an integrated media approach that works hand-in-hand with creative, sparking curiosity and creating moments of imagination. We’ve focused on premium, high-reach placements to capture attention and encourage Australians to pause, imagine, and share the feeling of possibility,” concluded Nicola Pappadopoulos, client director, dentsu Queensland.
Credits:
The Lott
CMO: Andrew Shepherd
General Manager Marketing: Ben Johnson
Head of Brand Portfolio: David Liddell
Senior Marketing Manager: Elizabeth Trott
Senior Brand Manager: Siobhan McCann
Brand Manager: Tahnee Mayall
Assistant Brand Manager: Rachel Morrissey
Head of Performance Marketing: Nathan Pedwell
Performance Marketing Manager: Apostolos Keramidas
Special
Partner & CEO: Lindsey Evans
Partner & CCO: Tom Martin & Julian Schreiber
Partner & CSO: Bec Stambanis
Managing Director: Sasha Firth
Executive Creative Director: Ryan Fitzgerald
Head of Film + Content: Sophie Simmons
Creative Team: Magnus Flynn & Toby Moore
Design Director: Dan Jones
Social Creative Team: Mia McGuire & Imogen Smith
Strategy Director: Leigh Arbon
Senior Business Director: Phoebe Peralta
Senior Business Manager: Jess Osrin
Production Company: Revolver
Director: Fiona McGee
Managing Director/Co Owner: Michael Ritchie Executive Producer/Partner: Pip Smart
Producer: Alex Kember
DOP: Sam Chiplin
Production Designer: Alex Holmes
Costume: Eliza Godman
Casting: Citizen Jane
Editorial: The Editors
Editor: Mark Burnett
EP/Managing Partner: Nicoletta Rousianos
VFX: Fin Design + Effects
VFX Supervisor: Mikey Brown
VFX Producer: Jasmine Thurtell
Colourist: Edel Rafferty
VFX: Fin Design + Effects
VFX Supervisor: Mikey Brown
VFX Producer: Jasmine Thurtell
Colourist: Edel Rafferty
Music Composition + Sound Post: Sonar Music
Nathaniel Kiwi – Social Content Director/DOP/Editor
dentsu Queensland
Integrated Client Lead: Kelly Jack
Client Partner: Monique Gerada
Client Director: Nicola Pappadopolus
Senior Client Executive: Mollie Jennings
