The chillest wife: mortierbrigade unveils new campaign on behalf of Win for Life

Mortierbrigade is delighted to welcome back Win for Life as one of its customers after a 3-year absence. The agency, credited with having devised the Lotto brand on behalf of the National Lottery, today releases the first video from a new campaign adverting the well-known scratch card game. It again centres on peace of mind, but presents a new tone of voice and a new main character. Win for Life returns to the scene with a refreshing spot that defines a new baseline: Win for Life, chill for life.

Jens Mortier, Creative Director at mortierbrigade: “

If you’ve won Win for Life, you can expect a chilled future. We borrowed Dolly Parton’s ‘Working 9 to 5’ and changed the lyrics to ‘She’s won Win for Life, what a way to make a living. Now she’s the chillest wife.’ One of the many mortierbrigade tunes that’ll stick in your head.”.

However, a single spot does not represent a campaign. The likeable lady who’s the new face of Win for Life will return periodically over the upcoming years. Joke Vermoere, National Lottery Brand & Corporate Communication Manager: “

This marks the first time that a National Lottery campaign is fully based on a female character. We’ve consciously chosen to create a character with whom the public can identify. She’s an ordinary woman with a certain amount of coolness, who perfectly conveys the tone of voice that we intend to associate with the brand.”.

The campaign kicks off today with an initial TV spot, complemented by radio, POS and outdoor advertising. Two additional videos will be released this summer. And an extensive social content strategy is being rolled out on the Win for Life Facebook page.