Lotterywest, in collaboration with creative agency 303 MullenLowe, has launched a new brand platform for Saturday Lotto titled “Long Live Saturday,” aimed at reinvigorating the cultural significance of Saturdays.
The campaign shifts the narrative from lottery winnings to the broader emotional value of weekends. Featuring a television commercial that eschews lottery tickets in favour of vibrant character storytelling, the campaign also extends across radio, outdoor, social media, press, digital platforms, and brand partnerships.
Matt Oakley, Chief Strategy Officer at 303 MullenLowe Perth, noted that the campaign responds to a cultural nostalgia for more relaxed Saturdays. “Saturdays just aren’t like they used to be,” Oakley said. “As the OG Lotterywest game, Saturday Lotto is the perfect antidote for weekends chocker with chores.”
At the heart of the campaign is a newly composed anthem designed to connect with both long-time players and a new target demographic aged 35–45. “This platform celebrates that connection in a way that’s pure brand, not just product,” said Sara Oteri, Executive Creative Director at 303 MullenLowe Perth. “A knowing nod that strikes an emotional chord with consumers.”
Lotterywest Director of Marketing and Sales, Jenny Cullen, reinforced the campaign’s community message. “Saturday Lotto has been providing West Aussies with the chance to safely dream since 1979,” Cullen said. “This financial year alone, 46 Division 1 winners have shared in more than $54.7 million. Thanks to our Saturday lotto players this financial year $92 million has gone back to the community through Lotterywest Grants.”
The campaign was underpinned by extensive research and includes creative extensions developed by 303 MullenLowe, with media managed by Initiative Media.
Credits:
Lotterywest:
Director, Marketing and Sales: Jenny Cullen
Senior Brand Manager: Bryony Worrall
Manager, Brand and Campaign: Natalie Cole
Marketing Officer: Caryn Leong
Marketing Digital Manager: Thomas Doherty
Senior Digital Marketing Officer: Athena Orias
Digital Marketing Officer: Claudia Evangelista
303 MullenLowe:
Executive Creative Director: Sara Oteri
Copywriter: Ellysia Burton
Head of Design: Alby Furfaro
Senior Designer: Madeleine De Pierres
Finished Artist: Suzanne Whoston
Head of Production: Johnathan Julius
Chief Strategy Officer: Matt Oakley
Senior Business Director: Eloise Cribb
Business Manager: Taylah Covich
Production:
Production Company: Beautiful Pictures
Director: Ariel Martin
Executive Producer: Kate Downie
Production Manager: Gemma Hall
DOP: Lewis Potts
Gaffer: Grant Wilson
Key Grip: Clint Lawrence
Sound Recordist: Ash Charlton
Production Designer: Clayton Jauncey
Costume Deisgner: Kylie Clifford
Make up Artist: Kate Farmer
Locations Manager: Holly Matusiak
Photographer: Finn Mackay
Casting Director: Megan Carpenter
Composer: Ian Berney @ Panda Candy
Post Production: James Hawkes @ The Office of John Cheese
Colourist: Ferg Rotherham
Audio Post: Fable
Media – Initiative:
Sian Thomas: Group Client Advice & Investment Director
Tia Sullivan: Investment Manager
Danielle Marazis: Investment Executive