Camelot: advert-body-1 by AMV BBDO

As the world’s most successful multinational lottery, EuroMillions plays a vital role in helping National Lottery operator Camelot to deliver, on average, more than £36 million every week to Good Causes throughout the UK.

To help it continue this amazing contribution, Camelot challenged AMV to develop and deliver a campaign which would let people step into the world of the EuroMillionaires, encouraging players to imagine how a win on the blockbuster game could be totally life-changing.

The campaign is rooted in the insight that absolutely everyone has everyday niggles and that those niggles still exist even if you’re a multi-millionaire. It is the little everyday problems – such as getting lost on a family outing, a bad Wi-Fi signal or losing your keys somewhere in the house – that even the wealthiest people still experience. The only difference is that, if you get lost because you’re flying to your private island or lose your keys because you own a 25-bedroom mansion, these problems seem like much nicer problems to have.

Throughout the campaign, the first burst of which runs until the end of October , consumers will see a range of everyday problems set in the opulent world of multi-millionaires, helping them realise that the life of a multi-millionaire is a lot closer to their own lives than they thought.