Home Campaigns Ad of the Week Ad of the Week: The National Lottery: Money Multiplier – DDFH&B

    Ad of the Week: The National Lottery: Money Multiplier – DDFH&B


    To launch the new Money Multiplier scratchcard from the National Lottery Ireland, creative agency DDFH&B turned to the one animal that’s known for multiplying more than any other. The resulting rabbit-themed, through-the-line campaign includes 30, 20 and 10 second TV and VOD spots, outdoor, press, social and some hilarious behind the scenes videos. The TV spots, featuring many real live bunnies, were directed by Lorcan Finnegan of Butter, with character animation by Graham Gallagher of Windmill Lane and multiple voices by The Wind That Shakes the Barley actor, Aidan O’Hare (no, really). The campaign launched in an unexpected way with intriguing five second TV teasers during the Irish Nine O’Clock News that showed some extreme close-ups of rabbits but no branding other than #LegendBoy. After becoming a talking point across social media, the rest of the campaign then launched three days later.


    Advertising agency – DDFH&B
    Copywriter – Ted Barry
    Creative Director – Paudge Donaghy
    Agency Producer – Dave Brady
    Account Director – Emily Lyons
    Digital Account Director – Michael Craig
    Group Account Director – Sarah Wood
    Designers – Tom Sutton & Cesar Tovar

    Head of Brands & Marketing PLI / Camelot Global – Matt Osgood
    Production Company – Butter
    Director – Lorcan Finnegan
    Executive Producer – Michael Duffy
    Producer – Grainne Tiernan

    Post Production House – Windmill Lane
    3D Animator – Graham Gallagher
    Flame – Ian Jacobs
    Editor – John O’Connor
    Colourist – Matt Branton

    Sound – Mutiny Studios
    Sound Engineer- Mark Richards
    Lead Rabbit Voice- Aidan O’Hare

    Released March 2016


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