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You Little Beauty Brand Campaign & TVC.I partnered with TBWA to help unify Instant Kiwi under a renewed brand platform that celebrated its place in everyday Kiwi culture.
Instant Kiwi has been part of New Zealand life since 1989, a small moment of excitement, a simple pleasure, a hopeful scratch. With increasing competition for attention and spend, the challenge was to reconnect the brand with mainstream Kiwi culture while reinforcing what makes Instant Kiwi distinctly local.
The platform “You Little Beauty” became a celebration of the uniquely Kiwi joy of playing and winning; reviving a familiar phrase that instantly evokes optimism, humour and delight. The campaign brought this idea to life across TVC, digital and retail, positioning Instant Kiwi as the most recognisable Kiwi way to win.
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Scratchies
Instant Kiwi plays a critical role within Lotto New Zealand’s retail network. It is the most visible product at point of sale and the only one customers can interact with instantly.
I led the design and creative direction for multiple Scratchies launches, creating bold, highly legible assets designed to stand out in busy retail environments and communicate quickly at shelf.
Scratchies carry a strong sense of nostalgia in New Zealand. Everyone has a memory of buying one, scratching it with a coin and hoping for a win. I was fortunate to design many of these tickets, translating each ticket’s unique personality across POS, retail displays and campaign materials.
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Instant Kiwi Promotional Campaigns.
Instant Kiwi plays a critical role within Lotto New Zealand’s retail network. It is the most visible product at point of sale and the only one customers can interact with instantly.
I led the design and creative direction for multiple Scratchies launches, creating bold, highly legible assets designed to stand out in busy retail environments and communicate quickly at shelf.
Scratchies carry a strong sense of nostalgia in New Zealand. Everyone has a memory of buying one, scratching it with a coin and hoping for a win. I was fortunate to design many of these tickets, translating each ticket’s unique personality across POS, retail displays and campaign materials.
