It Could Be You

Allwyn, operator of The National Lottery, launches its new campaign for Lotto, instilling win belief across the nation.

It marks a return to its original It Could Be You slogan, re-dedicating the campaign to the core promise of Lotto. The slogan is now substantiated by a wealth of winning stories from over 30 years of players buying Lotto tickets to give it added credence, emotion and rational credibility.

The integrated campaign rekindles not just It Could Be You, but the celestial hand representing the magical winning moment that could happen to anyone.

In the launch AV, scenes of scepticism are punctured by real Lotto winners interjecting with 'it was me, and it could be you'.

At the heart of the integrated campaign is a cinematic film created by agency of record VCCP and production company Radical Media and director Dave Meyers in collaboration with VCCP’s global content creation studio Girl&Bear. The work blends magic with modern storytelling, reminding audiences that Lotto’s promise continues to spark imagination in today’s world.

The 30” film shows real Lotto winners Sarah, Gary, Chris and Geraldine, whose everyday lives are touched by the return of the celestial gold hand reimagined for modern Britain, first introduced in Lotto’s 1994 launch. Sweeping across familiar British settings while dropping into real relatable conversations where we see cynics and optimists light-heartedly bounce off each other, acting as a reminder to viewers that anyone can experience Lotto’s life-changing magic, but only if you buy a ticket.

With media planning and buying by Hearts & Science, the new campaign has a peak Coronation Street spot on 1st September, and will initially run across VOD, large format out-of-home, social media and national print including cover wraps. VCCP’s content creation studio Girl&Bear also produced elements of the integrated campaign, including design.


Simon Connor, Creative Director at VCCP, added: “We wanted to capture Lotto’s sense of magic with the same energy as its 1994 launch but reimagine it for today. The celestial gold hand is one of the most iconic brand assets in the UK, and by pairing it with the stories of real winners, we’ve created a platform that feels both big and human. This is Lotto at its best: confident, playful and reflective of modern Britain.”

Rebecca Burke, Managing Partner at Hearts & Science, said: “‘It Could Be You’ offers a perfect platform for media to bring to life Lotto’s new brand identity and it’s continued stature as a British icon. The launch will see media activation demonstrate to audiences, both existing and new, the magic and hope that Lotto brings, elevating the point that if you believe, then it really could be you.”