SA Lotteries promoted the new X Lotto Megadraw in South Australia with “Retire Early”, an advertising campaign helping twenty-somethings imagine a life of lesiure. The campaign kicked off with a television commercial portraying a young twenty-something couple who embark on a day of “playing” at retirement. The story begins with a visit to the hairdresser where she emerges with a blue rinse and he sporting a magnificent comb-over. The campaign also incuded press, radio, point of sale and online activity.
Click on the image below to play the Retire Early video in YouTube (HD)
The Retire Early campaign was developed at Clemenger BBDO Adelaide, by creative directors Greg Knagge and Geoff Robertson, creative team Andrew Slattery, Brenton Canty, Ollie Prenton, Jordan Hillier, agency producers Jules Callen (TV), Yvonne Karabatsos (radio), Nicole Eleftheriou and Kirsty Allison (print), studio artist Jeannette Meulders, retoucher Paul Munzberg, account director Bryce Coombe, account coordinator Sophie Lindsay, working with SA Lotteries general manager marketing and sales Callum Mulvihill.