Not just a Lotto ad

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AUCKLAND, Today: In June, DDB released a new Lotto Powerball tvc, Lost, which quickly became a favourite NZ ad. But now Lotto has revealed that the production was much more than a commercial – it was actually a ticket.

Hidden throughout the commercial were Lotto numbers and viewers were challenged to find seven of them for their chance at a grand prize of $10,000 and 10 runner-up prizes of $1000. Lotto NZ created an interactive website to turn the search for the hidden numbers into a game and drip-fed clues to players on social media and even the live Lotto draw aired on ONE.

DDB’s Auckland-based AUNZ CCO Damon Stapleton said: “We wanted this ad to bring people one step closer to experiencing the thrill of a ticket – it’s not just the main character in the ad who’s searching for the lost ticket, it’s also the viewer.”

“We wanted this ad to bring people one step closer to experiencing the thrill of a ticket.”

Lotto NZ chief marketing director Annemarie Browne said: “Lotto is all about giving back to Kiwis, so why shouldn’t our ads give something back to viewers too? That’s the thought we went in with when creating Lost – we wanted to create an ad that would both entertain viewers and reward them for their time.

“And it is clear people are willing to spend more time with this commercial than the 90 seconds it originally had to tell its story. Thousands of New Zealanders spent a total of 872 days of combined time on the site searching for the lost numbers – and 53,000 people succeeded in finding seven numbers.

“The prizes have been claimed but if readers would like to try their luck at finding the lost numbers they still can at


Client: Lotto NZ
CMO: Annemarie Browne
Head of Marketing: Leah Neilson
Senior Marketing Communications Manager: Genna Duff
Agency: DDB New Zealand
Regional Chief Creative Officer, AU/NZ: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Director: Mike Felix & Brett Colliver
Lead Business Partner: Kate Lines
Business Director: Haylee Killip
Account Manager: Sam French
Planning Director: Rupert Price
Planner: Annika Fyfe
Executive Producer: Judy Thompson
Senior TV Producer: Samantha Royal
Production Company: Scoundrel
Executive Producer: Adrian Shapiro
Producer: Nikki Burke
Director: Tim Bullock
DOP: Germain McMicking
Offline editor: Adam Wills
Colourist: Pete Ritchie
Post production online: Blockhead VFX
Composer: Cam Ballantyne
Sound Mix: Shane Taipari, Franklin Rd
Website Executive Digital Producer: Johannes Gertz
Head of Design: Jason Vertongen
Motion Designer: James Li
Tech Lead: Simon Betton
Lead Front End Developer: Danillo Castilho
Senior Full Stack Developer: Gleb Devyatkin
Digital Producer: Sheetal Pradhan
Designer: Natalia Spreys
Motion Designer: James Li
Motion Designer: Anastasia Maslennikova

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