Feet pics. Bad flatmates. Financially generous yet emotionally scarring parents. We’re all familiar with the feeling of putting up with something we’d rather not, just to make a little extra cash. 

Our new platform for Set For Life, ‘Monthly Cash, No Catch’, taps into this highly relatable truth. We reframed the game’s unique annuity-style prize - $20,000 a month for 20 years - as the ultimate escape from the daily grind. It’s about trading a stressful side-hustle for a financial sidekick, giving winners the freedom and control to shed their constraints and just live.

The dry, documentary-style hero films have fun with the lengths we go to for a payday. The creative celebrates the sweet relief of a Set For Life win, capturing the exact moment the strings are cut and our characters can walk away free, funded, and completely unbothered.