The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Client: Camelot
Date: Oct 2019
Your Vote
4/5
Overall Rating
4/5
Opps, please vote again
9 votes

To mark the 25th anniversary of the National Lottery, adam&eveDDB has created a film to celebrate the £40bn that has been raised over a quarter of a century.

A variation of Bob Dorough’s ‘Magic Number’ made famous by De La Soul, the film goes into the various ‘magic’ numbers the National Lottery has hit over the years, including 15 Oscar-winning films, 20 species being saved from extinction and 8,000 sports centres being funded.

Directed by Michael Gracey – the man behind The Greatest Showman – the spot opens with a girl against a stage lit background, sign language ‘three is a magic number.’ She is joined with two people, who sign language ‘300 schemes to help bugs and beer, supporting environmental needs.’

Then enters the skater boys from stage left, who sign ‘eight is a magic number’ while performing tricks in a skatepark style ramps, with one skater continuing “8,000 grants for local sports.”

The film goes on to reveal more numbers, as cyclists, grannies and even a robot take to the street to partake in a lottery parade.

Amongst the crowd, the ad features Team GB Olympians and Paralympians, fronted by Gold Medal-winning Nicola Adams, rising artist Eva Lazarus, and the up and coming director Florence Keith-Roach.

The campaign will play out across out-of-home, social and digital.