The National Lottery has launched a Where’s Wally-inspired ad campaign in celebration of the 20th anniversary of its charitable funding arm Good Causes.
Created by Spy Studios, the campaign features an eclectic mix of 150 people – from brass band musicians to war veterans – to represent the diversity of good causes the National Lottery has helped. The image launched in Downing Street in late December and can now be seen at various locations across the country.
Jackie O’Sullivan, director of the National Lottery Promotions Unit said: “The challenge for us was to find a design team that could help us create something iconic, something that could help communicate the diversity of good causes the National Lottery has helped.
“In the Spy Studio team we found the creative flair that could help us achieve that and the execution of the concept was perfect. Working with Spyhas been a really positive experience and the final image is amazing.”
Since its inception the Good Causes initiative has raised a total of £32bn and helped 430,000 projects.