This weekend, Camelot is launching a major new brand promise for The Natural Lottery. With the new strapline “Amazing Starts Here”, adam&eveDDB create a new campaign that highlights how, no matter how big or small the win, the prizes make “amazing” things happen for people. Featuring a tear-jerking 2 minute film that will debut this weekend during The X Factor, this ad is certain to pull on a few family’s heartstrings.
Director Mark Molloy shot the multi-channel ad in Macduff, Scotland telling the story of a hardworking fisherman and mum who strike it lucky with a winning ticket. The film is shot through the bleak lens of realism, detailing the harsh realities that many working lives face daily. The campaign is widely accessible in its communication and aesthetic as a consideration to the fact that the lottery is ubiquitously played across the country with over 11 million registered players.
The fisherman film will be followed by newly-created TV spots to promote Lotto Rollovers which will feature newsagents around the country in their shops celebrating the Rollover’s announcement with everything from confetti canons to laser shows.
The campaign will climax mid-October with the release of a 60-second TV spot supporting the Good Causes beneficiary that donates to many charities and museums across the country. Not to mention the British film industry and grassroots community projects. “Amazing starts here”, will roll out across all National Lottery touchpoint from tickets and Scratchcards to winner’ cheques, encompassing digital, social, print, cinema and radio activity.
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