Set for Life has launched a new brand platform, ‘Monthly Cash, No Catch’, reframing its annuity-style prize as a steady alternative to side hustles and financial pressure.
Developed with Special and dentsu Queensland, the campaign centres on the game’s Division 1 prize of $20,000 a month for 20 years, positioning it as reliable, ongoing income without conditions.
Turning side hustle culture on its head
The campaign taps into the lengths people go to for extra income, from awkward gigs to frustrating living situations, before flipping the narrative when characters win and escape the “catch”.
Directed by Adam Gunser from Good Oil, the hero films lean into humour and relatability to highlight everyday financial pressures.
Laura Grimshaw, Senior Copywriter at Special, said the idea draws from familiar behaviour.
“Who hasn’t at least joked about selling feet pics in this economy? Or put up with a flatmate they really shouldn’t, just
to save a bit of money,” she said.
A distinct product, a distinct platform
Kate Norris, Senior Marketing Manager for Set for Life, said the campaign reflects the uniqueness of the product.
“The $20K a month for 20 years offer makes Set for Life a highly unique game, so we knew it deserved an equally distinct brand platform. ‘Monthly Cash, No Catch’ perfectly captures the game’s role as a constant, reassuring wingman in our winners’ lives,” she said.
Context-led media strategy
The campaign is supported by a media strategy from dentsu Queensland designed to meet audiences in moments where financial pressure is most felt, such as commuting or weekend downtime.
Louise Finger, Senior Client Manager at dentsu Queensland, said the approach is grounded in real behaviour.
“With such a creative, relatable and distinctive platform paired with a media strategy born out of rich audience insights, we’re excited to see this live,” she said.
The campaign will run across BVOD, SVOD, out-of-home, radio and social, alongside integrations including podcast content and an activation with VMO’s ‘The Cube’.
Campaign Credits
Set for Life
CMO: Andrew Shepherd
General Manager Marketing: Ben Johnson
Head of Brand – Lotto, Jackpots and Daily Games: Kirsten Read
Senior Marketing Manager: Kate Norris
Senior Brand Manager: Izzy Kortlang
Brand Manager: Bella Limberger-Forte
Assistant Brand Manager: Rachel Morrissey
Creative Director: Alastair Emmett
Senior Video Producer: Mitch Shearwin
Video Producer: Mauricio Barra
Graphic Designer: Rudi Muchtar
Graphic Designer: Alyssa Reif
Traffic Manager: Keiran Hopkins
Senior Performance Marketing Manager: Cian Jarvar
Assistant Performance Marketing Manager: Evan Panayotou
Advertising Operations Manager: Daniel Hernandez Diaz
Digital Advertising Manager: Stephen Pritchett
Special
Partner & CEO: Lindsey Evans
Partner & CCO: Tom Martin & Julian Schreiber
Partner & CSO: Bec Stambanis
Managing Director: Sasha Firth
Head of Strategy: Nathan Rogers
Executive Creative Director: Ryan Fitzgerald
Group Creative Directors: Zoë Hawkins and Russel Fox
Senior Creatives: Laura Grimshaw and Hannah McCowatt
Design Director: Dan Jones
Designer: Superom Ronyut-Henry
Head of Production: Sophie Simmons
Senior Producer: Glen Mcleod
Senior Business Director: Phoebe Peralta
Senior Business Manager: Jessica Osrin
Production Company: Good Oil
Director: Adam Gunser
Executive Producer: Simon Thomas
Producer: Claire Richards
DOP: Ari Wegner
Production Design: Neville Stevenson
Casting: Peta Einberg
Editor: Lucas Baynes – Arc
Post Production: Arc Sydney
Sound/Music: Rumble Sound
Sound Engineer: Daniel William (Film), Liam Annert (Radio)
Photography: Lula Cucchiara
Production Company: Sam I Am
Executive Producer: Rich Cole
Producer: Will Mumford
DOP: Henry Lockyer
dentsu Queensland
Integrated Client Lead: Kelly Jack
Head of Strategy: Laura Henry
Client Partner: Monique Gerada
Senior Client Manager: Louise Finger
Client Manager: Tim Spalding
Main image: dentsu