Lotto makes a comeback with Allwyn reviving the popular "It Could Be You" advertising campaign.
Allwyn, operator of The National Lottery, has launched a new campaign for Lotto titled "It Could Be You". The campaign, which was first aired in April 2023, has been making waves across television, online platforms, social media, and radio.
The creative direction of the campaign underscores Lotto's enduring promise to spark imagination and belief. The 30-second film, directed by Dave Meyers of Radical Media and VCCP's global content creation studio Girl&Bear, features real Lotto winners and emphasizes the possibility of life-changing moments.
Sophie Babbage, the Social Account Director at Hearts & Science, and Jack Stein, the Client Experience Director, have been instrumental in the media strategy for the campaign. Hearts & Science, along with VCCP and Allwyn, are all involved in the Lotto campaign.
The campaign offers a powerful opportunity to reinforce Lotto's cultural significance, as stated by Rebecca Burke, the Managing Partner at Hearts & Science. Burke further added that the campaign aims to remind people of the magic of Lotto.
Steve Parkinson, Brand and Marketing Director at Allwyn UK, echoed similar sentiments, expressing that the campaign is designed to remind people that Lotto offers the chance to change their lives.
The campaign debuted with a prime spot during Coronation Street on September 1. David Feldman, the Executive Creative Director of Social & Content at Girl&Bear, and Alexia Collins, the Head of Broadcast Affairs, have been key figures in the development of the campaign at Girl&Bear.
Amir Bazazi, the VFX Lead at Black Kite, and Chris White, the Composer at Siren, have contributed significantly to the visual and audio aspects of the campaign. Talon Outdoor, the OOH at Hearts & Science, and Phil Brewster, the Senior Producer at Black Kite, have played crucial roles in the outdoor and production aspects of the campaign, respectively.
The campaign was developed with creative agency VCCP. Rachael Kendrick, the Creative Director at Girl&Bear, and Jonny Powell, the Senior Integrated Creative Producer, have led the creative team at Girl&Bear. The film was edited by Jonnie Scarlett at The Quarry, and the 2D leads at Black Kite, Marcus Moffatt and Matt Hutchins, handled the visual effects.
The campaign's success can be attributed to the collaborative efforts of numerous individuals, including Ben Schneider, the Managing Director / Executive Producer at Radical Media, and Scott Cunningham, the Director of Photography. Other key contributors include Clary Vikstrom, the Design Director at Girl&Bear's Content Creation Studio, and Jim Cullen, the 3D Lead at Black Kite.
In conclusion, the "It Could Be You" campaign is a testament to the power of collaboration and the enduring appeal of Lotto. It serves as a reminder that with Lotto, the possibility of life-changing moments is always within reach.
