In celebration of its thirtieth anniversary, Instant Kiwi this week launched a heart-warming new brand campaign – Play
it your Way – which highlights the unique ways real Kiwis have played one of New Zealand’s favourite games over the last
30 years.
Play it your Way, by Assignment Group, tells the stories of real New Zealanders from around the country who each have
their own unique traditions when it comes to playing Instant Kiwi – from playing Instant Kiwi with friends over dinner
to sharing their winning tickets with family through a lucky dip.
“Instant Kiwi has been a part of New Zealanders’ lives for 30 years and over this time we’ve heard hundreds of funny,
clever and interesting stories from our players – from special rituals and winning moments, to creative ways of playing
the game,” says Annemarie Browne, Chief Marketing Officer for Lotto NZ.
“To mark our thirtieth anniversary, we decided to celebrate the rituals and routines of real Instant Kiwi players and
take a look at how Kiwis have made the games their own,” continues Browne.
Assignment Group engaged director Florian Habicht and Matt Noonan of Curious Films to create the documentary-style
campaign, going into the homes and communities of New Zealanders to explore the unique ways people play.
“Instant Kiwi has scratched itself a special place in our culture. How we play and the rituals we keep say a lot about
who we are,” says Chris Appelros, Creative at Assignment.
“Everyone you talk to has their own Instant Kiwi story, so what better way to celebrate 30 years than by sharing these
stories with the rest of New Zealand,” continues Apperlros.
Play it your Way launches with three iterations across TV, digital, outdoor, cinema, and another six pieces of creative
to follow in the coming months.
“We unearthed hundreds of great stories and hope to continue uncovering the unique ways Kiwis play for years to come”,
says Posey Wall, Client Service Director at Assignment Group.
The new campaign coincides with a bright new brand refresh from Instant Kiwi, including the unveiling of a new look and
brand logo.
“For thirty years Instant Kiwi has added a spark of fun and excitement to the lives of New Zealanders. Our new look
marks a coming of age for the much-loved game that Kiwis have loved to play and win with for three decades,” says
Browne.