It’s new territory for The Irish National Lottery, but not for lottery advertising. Folk VML has given the lottery a classic dream come true tale (instead of its traditional product first advertising) – but gosh, the power of those stories.

The new platform, Dreams Waiting To Happen, aims to give fresh meaning to the Lottery’s long-running line, It Could Be You. It’s a timely shift, following a hard year for most. The new campaign redefines National Lottery’s role – moving beyond games to ignite everyday hopes and extraordinary possibilities, inspiring Ireland to dream again.

The hero commercial’s emotive might comes from a stellar script and the expertise of director, Frédéric Planchon, the filmmaker behind Cadbury’s celebrated Glass and a Half adverts. Its poignant story of a couple whose modest travel fund is transformed by a winning ticket sets the emotional tone for the brand’s new direction – relatable and rooted in everyday dreams.

The campaign’s OOH was shot by Alex Telfer, recently named Photographer of the Year at the International Photography Awards. Telfer’s portraits amplify the brand message across OOH, capturing the fragile and joyful nature of dreams big and small.

Anne Mulcahy, CMO of National Lottery, explained, “This is about giving new meaning to It Could Be You. Not just jackpots, but the relatable dreams we all share. Moving to a masterbrand strategy creates a platform that will inspire the nation to dream again.”

Karl Waters, chief creative officer at Folk VML, added, “We all have dreams waiting to happen, and only National Lottery can make those dreams come true overnight. We have leaned into this and created a platform that feels authentic and genuine, work that makes people feel something. This strategic shift marks the start of a new stage of growth for National Lottery.”

The full campaign coversTV, AV, OOH, digital 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
CEO: Abi Moran
Managing Director: Enda Kelly
Chief Creative Officer: Karl Waters
Creative Director: Jonny Cullen
Copywriters: Stephen Kelly & Simon Johnson
Senior Creative: Connor O’Hare
Senior Art Director: Conor Swanton
Art Directors: Ellen Jones & Richard Glendenning
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
Business Director: Alison McDonnell
Deputy Managing Director: Aisling O Sullivan
Client Director: Ruth Barry

Partner Agency: Oliver
Business Director: Paul Walshe
Producer: Simona Bran
Studio Manager: Paula Santana
Executive Creative Director: Lee Douglas
Lead Creative: Adam Stott
Senior Designer: Stephen Heffernan