National Lottery owner Camelot is looking to impress the public with the transformative powers of the lottery, whether that's for players or the wider community. It has highlighted its good causes with a new campaign from adam&eveDDB called ‘Amazing Starts Here’.
The first ad since adam&eveDDB won the account from AMV BBDO shows how a fisherman changed his life with a winning ticket. Furthermore, the work highlights the causes supported by the lottery and how it supports communities and initiatives. It was directed by Mark Molloy from Macduff in Scotland.
The two-minute film will debut during ITV's The X Factor. It will be supported by TV, online, social and outdoor ads featuring people at the moment they realise they are winners.
Hayley Stringfellow, head of brand at the National Lottery, said: “The strategic review we carried out last year showed that we need to make The National Lottery more relevant to both players and the wider public. We’ve worked with adam&eveDDB to come up with a really inspiring strategy to show what The National Lottery is all about.
"‘Amazing Starts Here’ brings to life the amazing things that The National Lottery makes possible for everyone – the unique combination of people winning prizes plus funding for projects the length and breadth of the UK – and it all starts with someone buying a National Lottery ticket.”
Sam LeCoeur, managing partner, adam&eveDDB, said: “The moment we started working with Camelot, our shared ambition was simple – to build a new emotional relationship with our audience that shows the amazing things that can happen for families, communities and the nation, as a result of simply buying a National Lottery ticket.’’
The work ties into the new strap line 'Amazing Starts Here' from adam&eveDDB.
Vote for the work below in The Drum's Creative Works.