Most lottery campaigns sell the dream. In its campaign for Camelot’s National Lottery, adam&eveDDB is selling the possibility, with its real life, real people story and tagline, Someone has to win. Why not you?
The film’s surprise (read: attention magnet) is that it features, not the winning people, but the people who tell people that they have won. The campaign film is set in Camelot’s contact centre during the drawing of the numbers for the National Lottery, and features real Camelot employees. Its excitement focusses on the moment that one of these, Michelle, delivers the news to a winner that he has won £1.17 million.
Hayley Stringfellow, head of brand strategy and marketing at Camelot, stated, “The most exciting thing about playing The National Lottery is the anticipation that it really could be you who wins, and we wanted to create a campaign that brings this to life in a whole new way. We want everyone to know that not only does someone have to win, but also that people really do win all the time. Who better to show that than our contact centre colleagues, who have the pleasure of dealing with lucky winners every single day.”
Sam LeCoeur, managing partner at adam&eveDDB, added, “Michelle and her Camelot colleagues have one of the best jobs imaginable – as they’re the first people to deliver good, often life-changing news. So, we loved the idea of putting actual contact centre employees at the heart of this new ‘Amazing Starts Here’ ad – reminding people of the reality that you never know when good luck can strike.”
Michelle commented, “Just like lots of people up and down the country, I go to the office and sit at a desk. But I make people happy for a living and not everyone can say that. Filming the ad was definitely not a typical working day and I was delighted to be able to help bring that winning experience to life.”
The film is supported by radio and out-of-home activity.
Credits
Advertising Agency: adam&eveDDB
Chief Creative Officer: Richard Brim
Group Executive Creative Director: Ben Tollett
Creatives: Daniel Bailey, Brad Woolf, Emily Tolley & Stevie Rowing-Parker
Agency Producer: Mary Fostiropoulos
Managing Partner: Sam LeCoeur
Account Management: Loella Collier, Ashley Lewis, Elliot Handler & Frankie Cuffaro
Planners: Heather Alderson & Thomas Keane
Media agency: Vizeum
Production company: Smuggler
Director: Henry-Alex Rubin
Executive Producer: Chris Barrett
Producer: Ray Leakey
DOP: Benoit Soler
Editing: Sam Sneade @ Speade
Post Production: The Mill
Post Producer: Dan Crozier
Colourist: Seamus O’Kane
Audio Post Production: Anthony Moore & Jon Clarke @ Factory
Client: Camelot
Head of Brand Strategy and Marketing: Hayley Stringfellow
Marketing Manager: Rachel Moss
Head of One National Lottery Partnerships & Content: Arabella Gilchrist
