New Zealand Lotteries ran “Lucky Dog”, a television advertising campaign featuring a touching story of sailor Russell and his loyal dog Wilson (a reference to the volleyball on Castaway) who discover on the My Lotto site that their regular Powerball ticket is the big one. Now all they need to do is get home. However, fate has other plans. Combining strong storytelling, a sprinkling of exotic locations and a brilliant performance by “Wilson” this is an epic tale of incredible loyalty at its best. The campaign breaks down into subsequent shorter versions. The Powerball campaign continues the winning story with six shorter spots showing how things turned out for Russell and Wilson.
Click on the image below to play the Lucky Dog 2:30 minute video.
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Lucky Dog Credits
The Lucky Dog campaign was developed at DDB New Zealand, Auckland, by group executive creative director Toby Talbot, deputy creative director/art director Regan Grafton, art directors Gavin Siakimotu, Brett Colliver, copywriter Natalie Knight, group business director Aimee McCammon, account director Jenny Travers, executive producer Judy Thompson, and agency producer Tania Jeram, working with NZ Lotteries marketing team Todd McLeay, Warren Salisbury, Wendy Rayner, Natalie Kennerley and Aroha Fuggle.
Filming was shot by director Steve Ayson via The Sweet Shop, Auckland, with producer Claire Kelly, director of photography Geoffrey Simpson. Dog trainers were Caroline Girdlestone and James Delaney.
Offline editor was Jack Hutchings at The Butchery. Post production was done at Animal Logic.
Sound was designed by Jon Cooper at Liquid Studios. Music is “To Be By Your Side” by Nick Cave.