Other work in this campaign:

Other work for The National Lottery:

The National Lottery/Brand

We all dream of winning the big one but, in out heart of hearts we know we probably won’t.

People generally believe they could win something so we based the strategy on a win that people think was attainable – we showed what someone might do with the typical average win. The scenarios portrayed in this campaign, although maybe not something you’d do with a win, encouraged people to believe that realistic wins were within their grasp.