Community at the Heart of The Lott’s Latest Advertising Campaign – La Fleur’s Lottery World

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Australians are being reminded there’s a lot more to play for when they grab an entry into the country’s official lotteries.

The latest community campaign for The Lott, the official home of Australia’s lotteries, showcases a selection of its community partners and the incredible work they’re able to achieve thanks to lotteries’ financial support.

Created by VMLY&R, the campaign’s first burst was during the Tokyo Olympics in July 2021. A second burst is underway during the first quarter of 2022, encompassing TV, cinema, social media, and YouTube advertising.

Tabcorp Head of Brand – Lotteries Ben Johnson said official lotteries had been contributing to the Australian community for more than a century, with the new campaign highlighting the latest achievements.

“A lot of Australians don’t realise that when they play our lotteries, even if they don’t become instant millionaires, they’re still contributing towards important causes,” he said.

“This might mean a brighter future for sick kids, the wellbeing of new mums and bubs, life-changing medical research or the preservation of native animals for future generations – the list goes on.

“In the past, Australia’s official lotteries has helped fund the construction of the iconic Sydney Opera House, hospitals, bridges, roads and important medical research. This commitment continues to this day.

“Every day when people play with The Lott, they’re contributing to important things like the Starlight Foundation’s work providing kids in hospital a medical-free space where they can just have fun.

“We want our customers to know more about how we make a difference in the community – we can only support these amazing organizations because of them.”

VMLY&R Client Service Director Jo Millington said the campaign aimed to reconnect Australians to The Lott by showcasing its real community impact through real stories.

The launch campaign showcases six individual community partners – from world-leading research at The University of Queensland to WIRES, Australia’s biggest wildlife rescue and rehabilitation charity,” she said.

“Importantly, each partner is the hero of their own story. We hear a representative from each community partner tell their story in their own words. This is accompanied by dynamic imagery enhanced by a parallax effect that adds action and depth.

“A rainbow lens flare effect adds The Lott’s signature brand element and unites the campaign’s vignettes.

“This campaign deploys the new brand platform for The Lott following the introduction of its new logo in late 2019. It also introduces a new sonic for the brand that you can hear throughout the campaign.”

View the three ads by clicking links below:

Starlight Foundation

University of Queensland