National Lottery's ticket to ride
The Irish National Lottery has released a sweet, slice of life campaign which aims to put dreams back at the heart of the brand's story.
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Credits
View on- Agency Folk VML/Dublin
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- Director Frederic Planchon
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Credits
View on- Agency Folk VML/Dublin
- Director Frederic Planchon
- Chief Creative Officer Karl Waters
- Creative Director Jonny Cullen
- Copywriter Stephen Kelly
- Copywriter Simon Johnson
- Senior Art Director Conor Swanton
- Art Director Richard Glendenning
- Head of Production Michael Cullen
- Senior Producer Eric Brindley
- Senior Creative Connor O’Hare
- Art Director Ellen Jones
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Folk VML/Dublin
- Director Frederic Planchon
- Chief Creative Officer Karl Waters
- Creative Director Jonny Cullen
- Copywriter Stephen Kelly
- Copywriter Simon Johnson
- Senior Art Director Conor Swanton
- Art Director Richard Glendenning
- Head of Production Michael Cullen
- Senior Producer Eric Brindley
- Senior Creative Connor O’Hare
- Art Director Ellen Jones
The Irish National Lottery's new campaign moves the brand from a product first approach to a brand led strategy designed to put dreams back at the heart of its story.
The new platform, Dreams Waiting To Happen, created by Folk VML, looks to give fresh meaning to the Lottery’s iconic line 'It Could Be You', and redefine National Lottery’s role, moving beyond games to igniting everyday hopes and dreams. This opening spot, directed by Frédéric Planchon, tells the poignant story of a couple whose modest travel fund is transformed by a winning ticket, setting the emotional tone for the brand’s new direction.
“This is about giving new meaning to It Could Be You," said Anne Mulcahy, CMO of National Lottery. "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.”
“We all have dreams waiting to happen, and only National Lottery can make those dreams come true overnight," added Karl Waters, Chief Creative Officer at Folk VML. "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.”
