{"id":22010,"date":"2026-11-06T17:36:06","date_gmt":"2026-11-06T17:36:06","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=22010"},"modified":"2026-11-11T15:54:35","modified_gmt":"2026-11-11T15:54:35","slug":"this-christmas-the-national-lottery-shows-that-amazing-things-happen-when-you-believe","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/allwyn\/this-christmas-the-national-lottery-shows-that-amazing-things-happen-when-you-believe","title":{"rendered":"This Christmas The National Lottery Shows That Amazing Things Happen When You Believe"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-Z2mV67G wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">We\u2019ve launched the first festive brand campaign with Allwyn UK for The National Lottery, leaning into the seasonal spirit of belief and the idea that something extraordinary can happen to anyone.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Running for 10 weeks across TV, cinema, outdoor, digital, and retail, the integrated campaign, \u2018This Christmas It Could Be You\u2019, unites the entire game portfolio under one platform, bringing together seasonal draws, scratchcards, and Good Causes storytelling.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Z273chl wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1245174136?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0&amp;h=e0e94d4733\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-Z29yIsv wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The film follows an ambitious young reindeer who dreams of taking flight after spotting a robin, eventually mastering the skies and inspiring an onlooker to reach for his lottery ticket. <\/span><span style=\"font-weight: 400;\">Refusing to let an early setback stand in his way, the reindeer perseveres and ultimately achieves the seemingly impossible. Witnessing the magical moment, a nearby rambler is inspired by what he\u2019s seen, prompting him to reach for his National Lottery ticket in a moment of possibility.\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Developed alongside in-house agency Studio 59 and media agency Hearts United, the campaign centres on a festive film directed by Tim McNaughton through Arts &amp; Sciences, made in collaboration with our content studio Girl&amp;Bear and post-production house Framestore. Claudia Winkleman delivers the spot&#8217;s final sign-off and will also front two documentary shorts highlighting community projects funded across the country. <\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-1024x576.jpg\" alt=\"\" class=\"wp-image-22011\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-1024x576.jpg 1024w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-300x169.jpg 300w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-768x432.jpg 768w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-1536x864.jpg 1536w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n<div class=\"lazyblock-text-full-width-Zh3FYn wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;At its heart, The National Lottery is all about belief. It&#8217;s that moment when you ask yourself, &#8216;What if?&#8217; Whether that&#8217;s imagining how a win could change your life, or seeing the extraordinary impact National Lottery funding has on communities across the UK. Every ticket played goes towards helping generate more than \u00a333m for Good Causes each week, while also creating life-changing winners. This campaign celebrates those moments of possibility and reminds players that, this Christmas, it really could be you.&#8221;<\/span><\/p>\n<p style=\"text-align: left;\"><em><span style=\"font-weight: 400;\">Steve Parkinson, Marketing and Brand Director at Allwyn<\/span><\/em><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;This is Allwyn UK&#8217;s biggest-ever Christmas campaign for The National Lottery, and our media plan matches that ambition at every level. We\u2019re creating a genuine national moment from day one, reaching 79% of UK adults aged 18+ in the first week alone and 51m across the campaign, making the magic of \u2018This Christmas It Could Be You\u2019 impossible to miss. From lighting up London\u2019s West End with Piccadilly Lights and sharing inspiring Good Causes stories, to building excitement around our biggest game events, we\u2019re bringing that sense of magic, belief and possibility to life wherever people are enjoying Christmas.&#8221;<\/span><\/p>\n<p style=\"text-align: left;\"><em><span style=\"font-weight: 400;\">Simon Carr, Chief Strategy Officer, Hearts United UK<\/span><\/em><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;Do you remember that feeling you used to feel every Christmas Eve? That unwavering belief that something amazing was about to happen. At the heart of this wonderful campaign from Allwyn UK for The National Lottery is a timeless story that we hope reignites that memory, a mini-Christmas movie about belief that we hope leaps into the hearts of everyone, everywhere. Because at Christmas especially, seemingly impossible things happen. Things like flying reindeer and winning the lottery. But, for that to happen, first, you must believe.&#8221;<\/span><\/p>\n<p style=\"text-align: left;\"><em><span style=\"font-weight: 400;\">Simon Connor, Deputy Executive Creative Director at VCCP<\/span><\/em><\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":77,"template":"","class_list":["post-22010","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10107","14075"],"client_id":"17796","hero_video":"","hero_image":{"ID":22012,"id":22012,"title":"The National Lottery - This Christmas It Could Be You-hero","filename":"The-National-Lottery-This-Christmas-It-Could-Be-You-hero.jpg","filesize":1213952,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-hero.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/allwyn\/this-christmas-the-national-lottery-shows-that-amazing-things-happen-when-you-believe\/attachment\/the-national-lottery-this-christmas-it-could-be-you-hero","alt":"A reindeer stands proudly atop a frosty, craggy rock outcrop overlooking a misty mountain valley, from The National Lottery's Christmas campaign.","author":"77","description":"","caption":"","name":"the-national-lottery-this-christmas-it-could-be-you-hero","status":"inherit","uploaded_to":22010,"date":"2026-11-09 16:57:47","modified":"2026-11-09 17:03:08","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-hero-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-hero-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-hero-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-hero-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-hero-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-hero.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-hero-1920x720.jpg","Header-width":1920,"Header-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-hero-720x720.jpg","Square-width":720,"Square-height":720}},"meta-title":"Allwyn & VCCP Unveil National Lottery Festive Campaign","meta-description":"When you dare to believe, amazing things happen. Follow a reindeer\u2019s flight in The National Lottery\u2019s magical festive film, created with Allwyn UK and VCCP.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/11\/The-National-Lottery-This-Christmas-It-Could-Be-You-hero.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":19383,"post_author":"64","post_date":"2024-11-25 14:14:03","post_date_gmt":"2024-11-25 14:14:03","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eToday \\u003c\/span\\u003e\\u003cb\\u003eAllwyn\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, operator of \\u003c\/span\\u003e\\u003cb\\u003eThe National Lottery,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e launches its Christmas campaign, which celebrates the entertaining ways adults come together to play Scratchcards.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe integrated Christmas campaign is the first created by \\u003c\/span\\u003e\\u003cb\\u003eVCCP London \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esince winning the account in 2023 and celebrates the fun, away from the phone, interactive role Scratchcards play in social moments - festive gatherings being a perfect example.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis campaign \u2018Musical Scratchcards\u2019 invites the nation to embrace Scratchcards by encouraging play that sparks laughter, shared moments, and even a bit of friendly rivalry. From around the dinner table to other imaginative games, Allwyn\u2019s goal is to make Scratchcards a part of group traditions that families with older children can look forward to each year.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP\u2019s global content creation studio \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e worked with acclaimed director Steve Rogers and Biscuit to bring the spot to life. It captures a family enjoying their annual game of \u2018Musical Scratchcards\u2019 where each family member takes a turn scratching. As the Stratchcards are passed around, the excitement and laughter build, with friendly bickering adding to the joyful chaos that makes gatherings memorable. The film comes to an end with the iconic scratch of the card, perfectly capturing the playfulness of the simple yet meaningful\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eritual.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign is fully integrated and includes a National Lottery Good Cause choir, called VoxSkool, singing a bespoke version of \u201812 Days of Christmas\u2019 on radio, a social campaign that shows local community groups Deal Dippers and Swindon Skaters showing how they play with Scratchcards during Christmas alongside a print campaign across press and OOH. Additional activity includes a takeover of the entire WHSmiths store in Victoria Station with static window posters and in-store retail media and activation, led by \\u003c\/span\\u003e\\u003cb\\u003eVCCP Retail\\u003c\/b\\u003e \\u003cb\\u003eExperience\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and produced by \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear.\\u003c\/b\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eSteve Parkinson, Brand and Marketing Director at Allwyn, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cChristmas is all about shared moments, many times involving games and a healthy dose of competitiveness! National Lottery Scratchcards are all about adding some fun and excitement \u2013 so are the perfect thing to bring along to festive gatherings. Hopefully some big festive winners will be made, but of course, each moment of play also contributes to UK Good Causes \u2013 so it really is a win-win.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDarren Bailes, Global Chief Creative Officer at\\u003c\/b\\u003e\\u003cb\\u003e VCCP, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \u201dWe did a piece of research all about Scratchcards - and learnt the weird and wonderful games, and traditions that people already have. This work will share those ideas with everyone, in the hope that more traditions and games are invented. The cast was stellar and Steve, our director, brought out some incredible performances in the film.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis marks Allwyn's third major campaign since taking on the role of National Lottery operator, with a focus on introducing exciting new experiences and raising funds for Lottery-supported projects. This year\u2019s scratchcards are bespoke for 2024 and feature a cracker, gift tag and Christmas card.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run across social, radio, AV, OOH, press and YouTube for six weeks, with media planning and buying handled by\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eHearts \\u0026amp; Science\\u003c\/span\\u003e\\u003cb\\u003e. \\u003c\/b\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2bLdoC\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z2bLdoC\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1032026818\",\"blockId\":\"ZhmOMK\",\"blockUniqueClass\":\"lazyblock-video-ZhmOMK\"} \/-->","post_title":"Musical Scratchcards","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"musical-scratchcards","to_ping":"","pinged":"","post_modified":"2024-11-28 11:58:07","post_modified_gmt":"2024-11-28 11:58:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19383","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":21509,"post_author":"77","post_date":"2026-06-30 10:27:30","post_date_gmt":"2026-06-30 09:27:30","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur new work for The National Lottery operator Allwyn asks the nation a simple question: \\u0022What would you do with Powerball money?\\u0022. Part of a major integrated marketing campaign to support the UK arrival of the world\u2019s biggest rolling jackpot game, the campaign supports one of the most significant game launches in The National Lottery's history.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWorking alongside Allwyn\u2019s in-house studio, Studio 59, and media agency Hearts \\u0026amp; Science, the campaign intentionally moves away from traditional product marketing to focus entirely on the sheer scale of the prize.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Powerball jackpots are on a different scale to anything we have ever seen. This is not fancy holiday, new car or bigger house money. It's sooooooo much bigger. A Powerball win is truly transformational - not just for the winner but maybe for their community, their town, maybe even the whole country.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur work poses the question 'What Would You Do With Powerball Money?' We are encouraging the country to think bigger, past the usual stuff and into the realms of 'Oh yeah, I really could make almost anything happen'. This is going to be a conversation with the country about their wildest dreams...some for good wholesome reasons, some for pure silliness, and some just for the sheer hell of it.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eDarren Bailes, Global Chief Creative Officer, VCCP\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1FAkwS\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1FAkwS\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1210812946\",\"vimeo-unlisted-video-hash-value\":\"2cb87e22ed\",\"blockId\":\"Zkhakz\",\"blockUniqueClass\":\"lazyblock-video-Zkhakz\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign will roll out across TV, cinema, social media, and major national outdoor advertising sites. The main launch film, directed by Glenn Kitson, brings these dream scenarios to life through a blend of CGI and collages.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Powerball represents an immensely exciting moment for The National Lottery and gives us an opportunity to introduce UK players to a game known globally for creating extraordinary prizes and unforgettable winners.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWith this campaign, we wanted to bring the transformational nature of Powerball to life in a way that feels relevant, culturally engaging and impossible to ignore. Whether that's through landmark outdoor advertising, creator-led content, our innovative Snapchat activation or partnerships that place Powerball at the centre of social conversation, everything has been designed to get people thinking about one simple question: 'What Would You Do?'\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eSteve Parkinson, Marketing Director, Allwyn\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Zxc8hY\",\"blockUniqueClass\":\"lazyblock-text-full-width-Zxc8hY\"} \/-->\n\n<!-- wp:lazyblock\/image-grid 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\/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022A transformational game requires a transformational media strategy. We therefore couldn't approach Powerball with a conventional playbook \u2013 the scale and ambition of \u201cWhat Would You Do With Powerball Money?\u201d meant we had to challenge every assumption about where and how this story gets told.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eFrom the World Cup Final to The Odyssey to AI-powered creator content, every media decision was built around how we put players, not the product, at the heart of the campaign.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eSimon Carr, Chief Strategy Officer, Hearts \\u0026amp; Science\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"T1yMu\",\"blockUniqueClass\":\"lazyblock-text-full-width-T1yMu\"} \/-->","post_title":"What would you do with Powerball money?","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"what-would-you-do-with-powerball-money","to_ping":"","pinged":"","post_modified":"2026-08-11 10:58:05","post_modified_gmt":"2026-08-11 09:58:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21509","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17793,"post_author":"64","post_date":"2024-02-06 13:08:17","post_date_gmt":"2024-02-06 13:08:17","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"910401696\",\"blockId\":\"1rgmy0\",\"blockUniqueClass\":\"lazyblock-video-1rgmy0\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eAllwyn\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the first new operator of The National Lottery in nearly 30 years, will tomorrow launch its opening campaign, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWill you be next?\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, as it takes over the reins on 1 February. Over the course of its 10-year licence, Allwyn\u2019s overarching ambition is to offer more games, attract more players, inject more entertainment, create more winners, and raise more money for National Lottery-funded projects.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFocusing on the most loved millionaire maker game, Lotto, the campaign builds anticipation and asks viewers to guess who could be the latest millionaire winner. It also officially kicks off Allwyn\u2019s new marketing strategy, which focuses on attracting new players and showcasing The National Lottery\u2019s individual product brands.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCreated in collaboration with integrated creative agency, \\u003c\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, with media planning and buying managed by \\u003c\/span\\u003e\\u003cb\\u003eHearts \\u0026amp; Science\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the campaign centres around a series of films, directed by Ed Rosie through \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear Studios\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, set in everyday locations \u2013 including the \u2018Chippy\u2019, \u2018Cinema\u2019 and \u2018Newsagent\u2019. These encourage audiences to play along and guess who the winners are in these familiar settings.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign reminds players that, on average, Lotto creates two millionaires every week and the gamification element of the ads captures the fun of play. In each spot, the camera pans around a busy room speculating on who could be the winner in the scene before revealing the new millionaire. The games are played out in each deliverable from six-second social to traditional TVC, with each scene filmed multiple times to keep people guessing.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP has also developed a new brand world for Lotto \u2013 with new assets across audio, visual and motion \u2013 which will be visible across all of the campaign and channels.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe D\/OOH includes mirrored special builds \u2013 which were produced by Talon \\u0026amp; Grand Visual \u2013 that carry the wording \u2018The next millionaire could be staring you in the face\u2019. Meanwhile, see-through billboards in iconic locations around the UK \u2013 including in London, Liverpool, Leeds and Cardiff \u2013 continue this theme with messaging such as \u2018The next millionaire could be outside King\u2019s Cross Station\u2019, inviting passers-by to imagine who in the crowd might win next. Key messaging that \u2018Lotto makes two millionaires a week on average, will you be next?\u2019 reinforces belief as a driver for engagement.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eHearts\u2019 high impact, digital-first media strategy will create a step-change in National Lottery advertising and will see ads running across a breadth of digital video and social channels, TV, impactful outdoor, print and many more.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLotto is The National Lottery\u2019s original draw-based game, launched in 1994. It is the UK\u2019s foremost millionaire maker game and, in addition to creating thousands of millionaires in that time, has returned a phenomenal amount of money back to National Lottery-funded projects.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eLucy Buckley, Chief Commercial Officer at Allwyn, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \u201cLotto is the heart and soul of The National Lottery, so of course this had to be the first campaign we went live with. As we take on the treasured institution that is The National Lottery, we\u2019re so excited to re-imagine Lotto and solidify its place with new players and consumers, as well as to attract back some of those who might have stopped playing along the way. With an average of two Lotto millionaires made every week and an incredible \u00a34 million raised for National Lottery-funded projects every day from all of its games, The National Lottery really does change lives every day \u2013 and this campaign is the first step in our journey of communicating this far and wide.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDarren Bailes, Global CCO at\\u003c\/b\\u003e\\u003cb\\u003e VCCP Group, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \u201cOver the years, Lotto has lost a bit of that sense of fun and anticipation. We wanted to bring back those emotions, so built our campaign idea around them \u2013 with ads you can play along with too. The fact that Lotto makes two millionaires a week on average is amazing and something that many people don\u2019t know. So, we wanted to shout this from the rooftops and remind everyone that normal people, in normal places, become millionaires every week. People at the supermarket, in the cinema, at the park, the newsagent, the hairdressers, the chippy \u2013 the possibilities are endless. So, will you be next?\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will launch across TV, VOD, cinema, social, print, digital, D\/OOH and special builds, and will run until 30 September 2024. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1m2WMh\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1m2WMh\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Today is just the first step on a journey that will leave the nation seeing, feeling and experiencing a renewed National Lottery. 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