National Lottery operator Camelot has embarked on a charm offensive to highlight the positive difference its Good Causes funding makes across the UK with the release of a feel-good advert which proves the lottery is a pastime everyone can get a kick out of.
‘Dreams’ has been created by Jungle Creation's The Wild, focussing on local clubs and organisations which have shared in £150m of funding awarded to grassroots football.
The ad will be distributed across social networks, as auto-play on YouTube, and delivered as a pre-roll by Quantcast on the open internet. These will serve as a taster for two mini-documentaries, also produced by The Wild, which will go into greater detail on the individuals who have benefited most including a 92-year-old still going strong and a member of a Welsh charity which seeks to tackle social exclusion through sport.
Molly Tappin, head of creative at The Wild, said: “There’s nothing better than telling a real story. One that actually matters. So when Camelot asked us to create a campaign to thank people who play The National Lottery for supporting local football projects and helping everyday people's dreams come true, it was a no brainer.”
Hayley Stringfellow, head of brand marketing at Camelot added: "Players of National Lottery games raise around £30m for Good Causes every single week. We have thousands of stories to tell about the amazing things that are happening thanks to National Lottery funding, and it’s great to shine a spotlight on the funding of local football projects and the positive impact it has on individuals and communities.”
The National Lottery has previously come under fire for depicting a family clearing their debt by hitting the jackpot – sparking accusations of irresponsibility.
Earlier this week, The Drum learned that Jungle Creations was in talks to merge with influencer marketing agency Goat.
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