DDB Auckland has unveiled a new campaign for New Zealand Lotteries, under the taglines: 'Somewhere right now, someone feels like this' and 'Winning Happens'.
The agency said the creative was based around the idea of taking unsuspecting Auckland locals off the street and convincing them to participate in a film shoot.
Peter Gosselin and Jay Hunt, creative team behind the shoot said in a statement attributed to both: "We loved Lionel Goldstein's work way back when we first saw Xbox 'Ear Tennis' in 2002.”
It added: “Over the years, we kept seeing them direct brilliant, original and visually distinctive ads. So we kept searching for the opportunity to work with them. Finally, ten years on, through Luscious we got the chance with this Instant Kiwi campaign, and now we really hope we can do it again!"
Shane Bradnick, creative director at DDB New Zealand: "Jay and Pete talked me into it. They're weird and have a bizarre sense of humour and style. How the work ended up being so amazing and exceptionally fresh is beyond me, I have no idea how they did it. I would definitely be happy to be talked into using them again!"