Christmas campaign for The National Lottery reminds the nation that amazing things happen when you believe

Allwyn’s first-ever overarching National Lottery festive brand campaign centres on Christmas as a time to believe and taps into capturing a moment of possibility.

Running for 10 weeks from 7 November through to early January, the campaign, ‘This Christmas It Could Be You’, captures 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.

The campaign reminds players that something extraordinary could happen to anyone, and that their Lotto ticket could be the one that changes everything.

Developed by Allwyn UK’s creative agency of record, VCCP, and supported by Studio 59, Allwyn's in-house agency team, with media strategy and buying led by Hearts United, the campaign is led by a new hero TV ad. 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 festive spot tells the story of a reindeer who dreams of flying after watching a robin take to the skies.

Refusing to let an early setback stop him, the reindeer perseveres and ultimately achieves the seemingly impossible. Witnessing the magical moment, a nearby rambler is inspired by what he’s seen, prompting him to reach for his National Lottery ticket in a moment of possibility.

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.”

Alongside the campaign's hero advertising, Claudia will also front two brand-new ‘Because Of You’ Good Causes storytelling 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.

Throughout Christmas, National Lottery players can also look forward to a host of special Lotto and EuroMillions draws, alongside a range of festive Scratchcards available in retail and digital Instant Win Games, offering even more ways to get involved in the seasonal fun.

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.

Credits

Campaign Title: This Christmas It Could Be You
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
Head of Broadcast Affairs: Alexia Collins
Broadcast Affairs Manager: Martin Eels
TV Production Assistant: Nathan Lake
Production Company: Arts&Sciences
Director: Tim McNaughton
MD & Executive Producer: James Bland
Producer: Ewen Brown
DOP: Joost Van Gelder
1st AD: Jim Cole
Production Designer: Jamie Lapsley
Casting Director: Clare Catterson
Service Production Company: Tartan Door
Edit House: 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
Head of Flame / VFX Supervisor: Daniel Lorenzini
CG Supervisor: Henrique De Oliveira Campanha
Head of Rigging: Brad Noble
Head of Groom & CFX: Gabriela Ruch Salmeron
Executive Producer: Kayleigh Dugdale
VFX Producer: Robyn Goncalves-Borrageiro
Production Assistant: Maya Manor
Asset Artists: Khaled Sabry, Billy Butler, Elpida Kyriakou, Leo Schrieber
Rigging Artist: Nathan Clark
Layout Artists: Alex Charilaou, Zoe Woods
LookDev & Lighting Artists: William Laban, Henrique De Oliveira Campanha, Pedrom Dadgostar
FX Artist: Philip Child, Maxim Gehricke
CFX + Groom Artists: Gabriela Ruch Salmeron, Natasha Santiparp, Nolwenn Raballand, Patrik Hanti
Animation Artists: James Wilson, George Carman, Bharat Ghour, Divyesh Shah
Compositing Lead: Matt Shires
Compositing Artists: Darran Nicholson, Min-Hui Chang, Alice Locuratolo
VisDev Artist: Denis Matsimouna, Maxwell Lane
Editorial: Andrew Fineberg, Humberto Reynaga
Colour House: Company3
Senior Colourist: Jean-Clément Soret
Colourist: Dominic Phipps
Co-Managing Director: Ellora Soret
Senior Colour Producer: Chris Anthony
Audio Post House: 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
Conductor / Orchestrator: Peter Michael Davison
Orchestrator: Danny Keane
Recorded at Air Edel Studios
Media Agency: Hearts United
Chief Strategy Officer: Simon Carr
Chief Planning Officer: Tessa LeGassick
Managing Partner: Chris Evans
Client Partner: John Payne
Business Director: Ben Rutherford
Senior Connections Planning Director: George Viner-Price
Strategy Director: Alex Rubins
Global Content Creation Studio: Girl&Bear
Designer: Clary Vikstrom, Tegan Barnes, Lee Bodell, Leila Amin
Artworkers: Scott Mitchell, Paul Craig, Lee Forster
Post Producer: Noah Thompson
Editors: Fernando Vera, Teresa Tang, Stefan Jerome