The National Lottery plays a vital role in contributing to Good Causes throughout the United Kingdom, raising more than £30 million every week for funding. While last summer’s Rio Olympics campaign increased awareness of The National Lottery Good Causes, the public needed to be reminded of just how much they can contribute by playing—and the astonishing amount they stand to win back. Eight million people share more than £75 million of winnings every week. So Camelot Group, the operators of The National Lottery, challenged Abbott Mead Vickers BBDO to develop a through-the-line campaign delivering these surprising statistics in an interesting way. The London, United Kingdom–based ad agency did just that by showcasing National Lottery products—the tickets and Scratchcards—in a playful tone of voice. The campaign launched with radio spots, digital out of home and social. As it develops, there will be further executions through the line and across The National Lottery’s own channels, reminding players that real people just like them are winning through The National Lottery every day.

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