Queensland Lotto launched a brand refresh, with a whole new approach to advertising the lottery. The theme is that winning is nice, but there’s no nicer feeling than sharing your winnings, and the ads tell big emotional stories about Lotto winners who share their good fortune with someone special in their life.
Music Mill has been handling the licensing of the Beach Boys “Wouldn’t It Be Nice” for Lotto for many years, and for this campaign the agency engaged us to search for an artist who could create a new re-record with a deeper emotional tone than the version they were using. We approach these briefs in a similar fashion to the way we search for songs – we write a tight brief, send it out to our panel of suppliers, evaluate the suggestions that come back, then develop a short list for our client. And just like our music searches, we don’t charge a fee until the client uses one of our suggestions.
The spots are set to Julia Stone’s version of “Wouldn’t It Be Nice”.
Mignon van Weeren, Director of Broadcast at VMLY&R, had this to say: “Bruce Tweedie from Music Mill has an incredible contact list in the music industry and an in-depth knowledge about what might work for your project. Bruce was intuitively able to manage the music negotiations for this wonderful but complex project – his support and quick responses made us all feel in safe hands. He was professional at all times, and his attention to detail helped guide us through to a very successful outcome”.