The New Zealand Lottery had become ordinary. There were fewer people playing and those who were, were doing so less frequently. The objective of this spot was to get the nation dreaming about what they would do if they won.

The ‘money bags’ were produced, coloured and printed to resemble the classic cliché canvas moneybag, complete with dollar sign. We then arranged with the appropriate district councils and waste removal companies to pick up the Lotto branded rubbish bags in place of council approved bags during the specific week of the jackpot. The bags were delivered via mail drop to households at the beginning of the week. These were then filled with rubbish as per usual and left out for collection the day before the draw. Rodney district was targeted because it is a major commuter route into New Zealand’s largest city, Auckland. Not only were the 90,000 residents engaged, but so were the tens of thousands who pass through daily.

If only for a day, the 90,000 residents of Rodney District and the tens of thousands who pass through daily got to see what it was like to have ‘more money than you know what to do with’. The day before the draw, we had everyone talking about Lotto Powerball.