What would you do with Powerball money?
Our new work for The National Lottery operator Allwyn asks the nation a simple question: "What would you do with Powerball money?". Part of a major integrated marketing campaign to support the UK arrival of the world’s biggest rolling jackpot game, the campaign supports one of the most significant game launches in The National Lottery's history.
Working alongside Allwyn’s in-house studio, Studio 59, and media agency Hearts & Science, the campaign intentionally moves away from traditional product marketing to focus entirely on the sheer scale of the prize.
"Powerball 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.
Our 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."
Darren Bailes, Global Chief Creative Officer, VCCP
The 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.
"Powerball 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.
With 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?'"
Steve Parkinson, Marketing Director, Allwyn
"A transformational game requires a transformational media strategy. We therefore couldn't approach Powerball with a conventional playbook – the scale and ambition of “What Would You Do With Powerball Money?” meant we had to challenge every assumption about where and how this story gets told.
From 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."
Simon Carr, Chief Strategy Officer, Hearts & Science