The Drum Awards Festival - Official Deadline

-d -h -min -sec

Adam&EveDDB Creative Works Camelot

National Lottery celebrates the 'magic numbers' it has achieved during 25-year history


By Imogen Watson, Senior reporter

October 25, 2019 | 3 min read

To mark the 25th anniversary of the National Lottery, Adam&eveDDB has created a film to celebrate the £40bn that has been raised over a quarter of a century.


National Lottery

A variation of Bob Dorough’s Schoolhouse Rock tune Magic Number, later made famous by De La Soul, the film goes into the various ‘magic’ numbers the National Lottery has hit over the years, including 15 Oscar-winning films, 20 species being saved from extinction and 8,000 sports centres being funded.

Directed by Michael Gracey – the man behind The Greatest Showman – the spot opens with a girl against a stage lit background, sign language ‘three is a magic number.’ She is joined with two people, who sign language ‘300 schemes to help bugs and beer, supporting environmental needs.’

Then enters the skater boys from stage left, who sign ‘eight is a magic number’ while performing tricks in a skatepark style ramps, with one skater continuing “8,000 grants for local sports.”

The film goes on to reveal more numbers, as cyclists, grannies and even a robot take to the street to partake in a lottery parade.

Among the crowd, the ad features Team GB Olympians and Paralympians, fronted by gold medal-winning Nicola Adams, rising artist Eva Lazarus, and the up-and-coming director Florence Keith-Roach.

The campaign will play out across out-of-home, social and digital.

Discussing the campaign, Keith Moor, Camelot chief marketing officer, said: “The National Lottery was set up to raise money for Good Causes and National Lottery players raise around £30 million every single week for this purpose – so we knew straight away that should be the focus of the 25th birthday campaign.

"The inspiring people and projects that feature in the ad really bring this to life – and show people that every time they buy a National Lottery ticket, amazing things happen.”

Adding to this, Mat Goff, joint chief exec at Adam&eveDDB, said: “For 25 years, choosing your numbers and buying a National Lottery ticket has made amazing things happen for individuals, communities and the whole nation. This anniversary is a great opportunity to celebrate all that.”

Camelot: Your Numbers Make Amazing Happen by Adam&EveDDB

By Camelot

Overall Rating 4/5

Vote now
Adam&EveDDB Creative Works Camelot

More from Adam&EveDDB

View all


Industry insights

View all
Add your own content +