Sleepy Town Chases After Massive Fish in The Lott's Brand Platform Debut

The Lott has launched its first significant brand platform since 2021, titled ‘The World Needs Wonder’. Developed in partnership with Special and dentsu Queensland, the campaign brings to life The Lott’s purpose: to spark possibility, and let Australians dream.

The new platform draws on the insight that anticipating something extraordinary can awaken our collective imagination.

David Liddell, head of brand portfolio, The Lott, said, “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.”

Ryan Fitzgerald, ECD, Special, added, “Allowing yourself to wonder is a truly powerful 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.”

Bec Stambanis, partner and CSO, Special, said, “It is a rare privilege to work on a master-brand 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.”

The launch film, directed by Revolver’s Fiona McGee, uses fishing as a warm, whimsical analogy for lotteries. When word spreads of a massive fish in the local lake, a sleepy town snaps into action. The whole community comes together, with everyone believing they might be the one to hook the big catch and begin sharing their hopes and dreams. It’s a reminder that it’s not just about the big win but the small thrill of the ‘what if’ that everyone can share.

To launch the new brand story, a joint media strategy has been developed by dentsu Queensland designed not just to introduce the platform but to help Australians feel the wonder for themselves. The campaign will roll out across TV (including 60” roadblock) cinema, YouTube, SVOD, BVOD, Meta, and TikTok.

Nicola Pappadopoulos, client director, dentsu Queensland, said, "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."