Insight and Idea

On June 21st Lotto released its latest Powerball commercial and the fourth film in the Imagine series. Brought to life by director Tim Bullock and the wonderful team at Scoundrel, who also created Armoured Truck, it quickly became New Zealand’s favourite ad on air, according to viewer-led research by Think TV and TRA.

But, a month after the release, Lotto revealed that, unlike the previous Imagine films, Lost was a lot more than a commercial...