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Jungle Creations National Lottery Marketing

Jungle's The Wild unveils campaign marking 25th anniversary of National Lottery

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By John McCarthy, Opinion editor

April 1, 2019 | 3 min read

Jungle Creations' two-week-old full-service creative agency 'The Wild' has revealed its first work, a 25th-anniversary campaign for the National Lottery.

Jungle consultancy Wild produces first ad, marking National Lottery 25th anniversary

The fledgling creative agency was tasked with raising awareness of the £30m-a-week the lottery raises for good causes. It has produced an original two-part docu-series, three social mini-doc videos and numerous articles, all for launch on Jungle's VT channel.

Project Celt is the first in the series, telling the story of a young woman who has apert syndrome. It shows Beth talking about how her condition affects her mental and physical wellbeing and explains the support she receives at Project Celt, a centre for equine therapy.

Following this will be 18-year-old BMX rider, Kye Whyte, who is training for the Tokyo 2020 Olympics in the hopes of becoming a member of Team GB. With lottery support since a young age, he has been able to take his talents to the big stage.

Jonathan Tuchner, director at the National Lottery Promotions Unit, said: "We were looking to create a dynamic and innovative campaign and The Wild presented a mini-documentary format which placed the National Lottery right at the heart of UK culture. The Wild has rightly positioned young people at the forefront of this campaign and we are really impressed with their creative ideas, quality of production and their audience engagement.”

Dylan Davenport, managing director of The Wild, added: “The National Lottery Good Causes does so many amazing things and this was our chance to shine a light on them. The stories of Beth and Kye are truly inspirational, and I’m beyond proud that The Wild, as our first project as a new agency, were able to bring them to life through these documentaries.”

Project Celt is The Wild’s first published work since its launch two weeks ago. The second brand film featuring Kye Whyte will be published this week and will also be showcased on the big screen at the National BMX Championships.

Jungle Creations owns and operates media brands across a variety of interest areas including news and entertainment, food, travel and beauty, that together have amassed over 105 million social media followers.

Vote for the ad in The Drum's Creative Works.

Jungle Creations: National Lottery 25th birthday by National Lottery

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