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National Lottery owner Camelot is looking to impress the public with the transformative powers of the lottery, whether that's for players or the wider community. It has highlighted its good causes with a new campaign from adam&eveDDB called ‘Amazing Starts Here’.

The first ad since adam&eveDDB won the account from AMV BBDO shows how a fisherman changed his life with a winning ticket. Furthermore, the work highlights the causes supported by the lottery and how it supports communities and initiatives. It was directed by Mark Molloy from Macduff in Scotland.

The two-minute film will debut during ITV's The X Factor. It will be supported by TV, online, social and outdoor ads featuring people at the moment they realise they are winners.  

Hayley Stringfellow, head of brand at the National Lottery, said: “The strategic review we carried out last year showed that we need to make The National Lottery more relevant to both players and the wider public. We’ve worked with adam&eveDDB to come up with a really inspiring strategy to show what The National Lottery is all about.

"‘Amazing Starts Here’ brings to life the amazing things that The National Lottery makes possible for everyone – the unique combination of people winning prizes plus funding for projects the length and breadth of the UK – and it all starts with someone buying a National Lottery ticket.”

Sam LeCoeur, managing partner, adam&eveDDB, said: “The moment we started working with Camelot, our shared ambition was simple – to build a new emotional relationship with our audience that shows the amazing things that can happen for families, communities and the nation, as a result of simply buying a National Lottery ticket.’’

The work ties into the new strap line 'Amazing Starts Here' from adam&eveDDB.

Vote for the work below in The Drum's Creative Works.

: 'Amazing Starts Here'

Date: September 2018
Camelot is launching a major new brand promise for The National Lottery. 
The new strategy and strapline, ‘Amazing Starts Here’, which has been created by adam&eveDDB and which will be rolled out across all of The National Lottery’s games and brands, aims to bring the purpose of The National Lottery to life by highlighting the fact that it makes ‘amazing’ happen for people – for the winners of prizes of all sizes and the Good Causes that The National Lottery supports, such as charities, museums, the British film industry and grassroots community projects.
Client: Camelot
Brand: The National Lottery
Project name: Fisherman
Client: Hayley Stringfellow, Head of Brand Marketing
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Deputy Executive Creative Director: Antony Nelson
Copywriter:  Andy McAnaney
Art director: Christian Sewell
Agency producer: Sian Parker
Planner: David Golding, Chief Strategy Officer, Hannah MacKenzie, Planning Director, Thomas Keane, Planning Director
Managing Partner: Sam LeCoeur
Business Director: Sarah Kay
Account Director: Loella Bowles
Account Manager: Ashley Lewis
Account Executive: Frankie Cuffaro
Media agency: Vizeum 
Production company:  Smuggler
Executive Producer: Fergus Brown
Producer: Nick Sutherland Dodd
Director: Mark Molloy
D.O.P: Steve Annis
Editing Company: The Quarry
Editor: Paul Watts
Post Production: MPC
Post Producer: Amy Richardson
VFX Shoot Attend: Timo Huber
VFX Lead: Dan Sanders
3D Artist: N/A
Colourist: Tom Poole @ Company 3
Illustrator: N/A
Music Supervisor: Toby Williams and Codie Childs at Leland Music
Audio Post Production: Sam Ashwell @ 750mph
Soundtrack name and composer: Luca D’Alberto ‘Her Dreams (re-work)’
Tags: UK