This Christmas it could be you. Now there’s a tagline that captures the high-octane pull of lotteries. It’s the magic, optimism and sense of possibility that make Christmas a uniquely special time – with a little extra belief the seemingly impossible might be possible.

And it belongs to The National Lottery’s Christmas campaign, its first brand-led Christmas campaign since Allwyn UK became operator. The campaign fits into The National Lottery’s Amazing Things Happen When You Believe brand campaign, reminding players that their Lotto ticket could be the one that changes everything. It was created by VCCP, supported by Studio 59, Allwyn’s in-house agency team, with media strategy and buying led by Hearts United.

The hero commercial was directed by Tim McNaughton, through Arts & Sciences in collaboration with VCCP’s global content creation studio Girl&Bear, with VFX and post-production by Framestore –  the story of a reindeer, who dreams of flying after watching a robin take to the skies. The National Lottery’s ambassador-in-chief, Claudia Winkleman, delivers the closing sign-off in the TV advert, “Amazing Things Happen When You Believe. This Christmas It Could Be You.”

Simon Connor, deputy executive creative director at VCCP, stated, “Do you remember that feeling you used to feel every Christmas Eve? That unwavering belief that something amazing was about to happen. At the heart of this wonderful campaign for The National Lottery is a timeless story that reignites that memory, a mini-Christmas movie about belief that we hope leaps into the hearts of everyone, everywhere.

“Because at Christmas especially, seemingly impossible things happen. Things like flying reindeer and winning the lottery. But, for that to happen, first, you must believe.”

Winkleman will also front two brand-new Because Of You Good Causes films made by The Gate, meeting the people behind National Lottery-funded projects across the UK and sharing stories of community, creativity and opportunity. The stories will bring to life the real-world impact of National Lottery funding and reinforce the connection between every ticket played and the projects it helps support.

A major partnership with LADbible will also help tell campaign stories to younger audiences through a mix of festive-themed social content. Featuring Rizzle Kicks star and bestselling author, Jordan Stephens, the series will explore stories of winners and National Lottery-funded Good Cause projects showing how belief, opportunity and a little bit of luck can lead to extraordinary outcomes.

The partnership will be extended through a network of creators, who will follow the journey of a National Lottery ticket to discover how it helps Good Causes across the UK. By asking people a simple question, “What do you believe in?”, they will uncover authentic stories that bring the impact of National Lottery funding to life. Finally, the campaign will be rounded out with prize-led excitement.

The festive activity has been designed to unite the full portfolio under a single Christmas platform, all using the This Christmas It Could Be You tagline and imagery. 

Behind the scenes:

Steve Parkinson, marketing and brand director at Allwyn, stated, “At its heart, The National Lottery is all about belief. It’s that moment when you ask yourself, ‘What if?’ Whether that’s imagining how a win could change your life, or seeing the extraordinary impact National Lottery funding has on communities across the UK. Every ticket played goes towards helping generate more than £33m for Good Causes each week, while also creating life-changing winners. This campaign celebrates those moments of possibility and reminds players that, this Christmas, it really could be you.”

The full campaign spans TV, OOH, cinema, digital, retail and creator partnerships.

Credits:

Client: Allwyn UK
Brand and Marketing Director: Steve Parkinson
Brand Director: Anna McInally
Head of Brand: Natalie Littlechild
Head of Product: Sophie Morgan
Senior Marketing Manager: Joshua Bailes

Agency: VCCP
Global Chief Creative Officer: Darren Bailes
Deputy Executive Creative Director: Simon Connor
Senior Creative Team: Laurens Grainger & Alicia Cliffe
Group Planning Director: Joe Miller
Managing Director: Hannah Fitz-Gerald
Business Director: Roxanne Courtman
Account Director: Emira Grbac
Account Executive: Miles Seymour

Agency Production: Girl&Bear
Senior TV Producer: David Vass
Integrated Creative Producers: Emma Mitchell, Crystal Matthews & James West
Integrated Project Director: Romana Kit

Production Company: Arts&Sciences
Director: Tim McNaughton
MD & Executive Producer: James Bland
Producer: Ewen Brown
DOP: Joost Van Gelder
1st AD: Jim Cole

Editing: Work Editorial
Editor: Art Jones
Edit Assistant: Owen Fitzpatrick
Editorial Executive Producer: Frankie Elster
Editorial Producer: Ella Marafini

Post Production Company: Framestore
Head of Animation: Brad Silby
VFX Supervisor: William Laban
Executive Producer: Kayleigh Dugdale
VFX Producer: Robyn Goncalves-Borrageiro

Colour: Company3
Senior Colourist: Jean-Clément Soret
Colourist: Dominic Phipps
Co-Managing Director: Ellora Soret
Senior Colour Producer: Chris Anthony

Audio Post: 750
Sound Design & Mix: Sam Ashwell
Executive Producer: Olivia Ray
Head of Production: Rachel Saxon

Music Company: SIREN
Music Supervisors: Sian Rogers, Alice Barker and Josh Gibbard
Composer: Chris White

Media Agency: Hearts United

Global Content Creation Studio: Girl&Bear