The spirit of generosity gets revived once a year, at Christmas. It’s an important regroup for a species that doesn’t always play nice with one another. Folk VML and The Irish National Lottery’s Christmas story this year is part of that annual revival of niceness, and the next chapter of the brand’s long term platform, Dreams Waiting to Happen. It brings a warm, human story to screens at a time of year when generosity of spirit feels especially meaningful. It gives a small gift, such as a lottery ticket, a grand importance.
The film, All Aboard, directed by Zak Emerson, follows a rural brass band and the quiet, gentle man who drives them to every rehearsal and performance, with an unexpected moment of joy transforming their Christmas. The story carries a sense of heart, kindness and grounded Irish warmth, showing how even the smallest dream can find its moment.
Anne Mulcahy, CMO of National Lottery, stated, “Christmas brings out generosity of spirit. It is a time when small gestures can carry real meaning. With this campaign we wanted to capture that feeling and show how that generosity can ripple outwards. Every ticket holds a little bit of that magic and possibility.”
Karl Waters, chief creative officer at Folk VML, added, “The National Lottery has the ability to make dreams happen overnight. A syndicate winning at Christmas makes this even more magical. Syndicates exist in communities across Ireland, and if they win it’s a shared celebration with individual dreams coming true.”
The campaign is running throughout Ireland across TV, AV, outdoor, radio and social.
Credits:
Client: National Lottery
Chief Marketing Officer: Anne Mulcahy
Head of Brand: Maebh Gleeson
Marketing Controller: Susan O’Shea
Senior Brand Manager: Kate Mc Manus
Brand Manager: Stephen Cleary
Senior Media Manager: Deborah Tracey
Creative Agency: Folk VML
Managing Director: Enda Kelly
Chief Creative Officer: Karl Waters
Creative Director: Jonny Cullen
Copywriter: Stephen Kelly
Senior Art Director: Conor Swanton
Account Director: Luke Mulligan
Account Manager: Ciara Ní Dhonnacha
Head of Planning: Eimear Fitzmaurice
Planning Director: Kim Comiskey
Head of Production: Michael Cullen
Senior Producer: Eric Brindley
Media Agency: Starcom
Deputy Managing Director: Aisling O Sullivan
Client Director: Ruth Barry
Senior Client Manager: Megan LaSalle
Agency: Oliver
Account Manager: Andy Mynes
Senior Designer: Stephen Heffernan
Graphic Designer: Elaine Meehan
Digital Designer: Keith Flynn
