Double the Luck: One Ticket. Two Chances.
As part of our summer campaign for Allwyn, operator of The National Lottery, we’ve helped introduce a refreshed look and feel for Lotto.
At the center of the campaign is a TV spot that captures a quiet moment between two friends relaxing at home, using a casual chat over the National Lottery app to spotlight the updated format.
Beyond the screen, the campaign is taking over high-profile outdoor spaces across the UK with 'Paint the Town Red' installations, including an eight-day crane setup and a large-scale mural in Aldgate. The rollout also features petrol pump audio screens, widespread retail point-of-sale displays across 43,500 stores, podcast partnerships, and a Twitch livestream activation.
Developed alongside us, with production support from Studio 59 and media strategy by Hearts & Science, the campaign spotlights a simple game update: 'one ticket, two chances to win'. For the same £2 price tag, players now get two chances to win in every draw, significantly improving overall odds and doubling the expected number of annual Lotto millionaires.
"With new Lotto, we wanted to bring to life the simple but powerful idea behind the new format — that players have two chances to win from a single ticket, without changing how they play. This campaign is about making that benefit instantly understandable, while celebrating the everyday moments when people come together to play. We’ve taken this idea to scale through bold, standout executions — from attention-grabbing installations like our unmissable crane, to partnership firsts like our tie-up with Twitch — helping us quite literally paint the town red and ensure the message cuts through."
Steve Parkinson, Marketing and Brand Director at Allwyn
"One ticket now gives you two chances to win, so we created with Allwyn a simple, bold campaign that mirrors the game: double everything. Two crossed fingers. Two voice-overs. Dual sites. One campaign, twice the fun. Good luck, good luck."
Simon Connor, Creative Director, VCCP