The Lott has revealed its first major masterbrand platform in four years, unveiling ‘The World Needs Wonder’, a campaign created with Special and dentsu Queensland.
David Liddell, Head of Brand Portfolio at The Lott, said the new platform reflects the brand’s role in everyday Australian life.
“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.”
Special’s executive creative director Ryan Fitzgerald said the work focuses on how the idea of wonder can ripple outward.
“Allowing yourself to wonder is a potent 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.”
Partner and CSO at Special, Bec Stambanis, added that the brand’s cultural ubiquity helped shape the creative strategy.
“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,” she said.
Directed by Revolver’s Fiona McGee, the hero film uses a fishing analogy to bring the platform to life.
When rumours spread about a giant fish in the local lake, an unassuming town bursts into action, each person imagining they might be the one to catch it.
The film explores the collective joy of possibility, echoing the everyday thrill that underpins lottery play: the ‘what if’ that fuels imagination long before a win is ever confirmed.
A media strategy designed to make Australians “feel the wonder”
dentsu Queensland has developed an integrated media rollout spanning TV, cinema, YouTube, SVOD, BVOD, Meta and TikTok. A 60-second roadblock will anchor the launch.
Nicola Pappadopoulos, client director at dentsu Queensland, said the media approach intentionally mirrors the campaign’s creative themes.
“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,” she said.
With nearly every Australian town home to a Lott outlet, the new platform is designed to reinforce the brand’s presence as a familiar part of community life.
The Lott says the work is both an evolution of its storytelling and a return to the emotional core of the category.
The launch marks The Lott’s first new brand platform since 2021.
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