We all know there are lotteries that pay out year after year. VCCP London has brought home what that means to audiences in it new campaign for Allwyn, The National Lottery owners’ Set For Life game. The new digital campaign aims to appeal to new audiences and includes a collaboration with awarded producer and musician, Fraser T Smith.
The new campaign which follows hot on the heels of an unmissable campaign for the flagship Lotto game by VCCP London and media agency, Hearts & Science. It focuses on the repeatability of winning with Set For Life – and has been designed to engage and entertain within social media and short formats, as well as being supported by longer 20- and 30- formats in VOD, TV and cinema.
As part of the work, VCCP has created a distinctive brand world for Set for Life, designed to set it apart from other National Lottery games. One of the key campaign elements is a brand-new track, Win on Repeat, that was produced by Fraser and is woven throughout the integrated campaign. The assets also borrow imagery from fashion, music and film culture to create content that doesn’t look like a traditional National Lottery ad campaign.
The 30-second campaign film and visual approach were created by integrated content creation studio Girl&Bear Studios, designed to look more like a music video than an ad, using mixed media of joyful moments to focus on the feeling of winning again, and again, and again. It replicate the emotive experience of winning the unique top prize of £10,000 every month for 30 years, and the amazing life upgrades that this could offer.
The film was a collaboration between award-winning French director, Luc Janin, and Fraser, and combines a mix of visuals, beats and music. Fraser has produced music for numerous chart-topping artists including Adele, Stormzy, Gorillaz, Dave and Britney Spears. He also releases music as Future Utopia, winning multiple songwriting and production awards including two Grammys and three Ivor Novellos.
The emotive triptych visuals and music feature across all campaign elements. Other features include a high-impact OOH display at London’s Outernet and landmark OOH sites around the UK, including in Liverpool and Newcastle. As the campaign aims to bring in new players, the strategy behind it was also radically different to what would typically be expected from a National Lottery campaign, focusing more on cultural moments and shared experiences than traditional ad messaging.
Steve Parkinson, brand and marketing director at Allwyn, stated, “We only took the reins as operator of The National Lottery on 1st February, but in that time we’ve had not one – but two – campaigns straight out of the traps. The first was naturally for the flagship Lotto game, and now we’re focusing on Set For Life with a completely new and innovative approach. This speaks to Allwyn’s much greater emphasis on the individuality of the National Lottery games themselves – not just what’s on offer to be won, but also in terms of the National Lottery-funded projects players are supporting simply by buying a ticket. And with Set For Life’s distinctive top prize of £10,000 a month for 30 years, we had a great time dreaming up all the deluxe life upgrades this could offer – all set to the thrumming beats of Fraser’s beautifully crafted track.”
Darren Bailes, Global CCO at VCCP Group, commented, “If you win Set For Life, you win the lottery but in a different way to winning a Lotto jackpot. We wanted to create a campaign that resonates with a new audience and has a completely different shape to anything you’d expect from The National Lottery. Working with legends like Fraser and Luc, we were able to create something original and fresh that captures the emotion of winning.”
The campaign will go live in a peak spot on Sunday March 31 during the Manchester City v Arsenal game, with the rest of the campaign going live across TV, social, radio, D/OOH and CRM on Monday April 1. It runs until May 12.
This is VCCP’s second major campaign for Allwyn since taking over as operator of The National Lottery in February 2024.
Credits
Client: Allwyn (Set for Life)
Advertising Agency: VCCP
Global Chief Creative Officer: Darren Bailes
Creative Directors: David Feldman & Kimberly Gill
Senior Creatives: Tomás Azoubel Lima & Ana Marques
Managing Director: Hannah Fitz-Gerald
Business Director: Frankie Hall
Senior Account Manager: Jasmine Beale
Group Planning Director: Charlie Kirkbride
Planning Director: Camila Toro
Producer: Sam Breen
Executive Producer: Jake Hafer
Senior Integrated Creative Producer: Diana Turchi
Integrated Project Director: Doris Tydeman
Production Company: Girl&Bear Studios
Director: Luc Janin
Editor: Syd Harvey
Post-Production Company: Girl&Bear
Post Producer: Agne Acute
Editor: Syd Harvey
Technology Manager: Bevan Edwards
MCR: Anil Douglas & Alex Reid
Grade: Mark Horrobin & Creative Outpost
Audio Post-Production Company: Jungle
Sound Engineer: Luke Isom
Photographer: Calum Head
PR & Social: VCCP
Broadcast Affairs: Alexia Collins, Lucy Greenaway
Design: Carl Sherry & Bedirhan Akcan
Artlab Manager: Scott Mitchell
Print Specialist: Gavin White
Digital Agency: Bernadette
Digital Project Director: Ravi Patel
Senior Project Manager: Anthony Grace
Digital Design Director: Gilles Bestley
Interactive Designer: Claire Ashfield
Senior Digital Designer: Simon Bostock
Media Buying Agency: Hearts & Science
