The National Lottery has launched a new advertising campaign with Folk VML, aimed at strengthening the brand’s connection with players and highlighting its role in funding good causes across Ireland.
Supported by Oliver and Starcom, the campaign is running across TV, digital, OOH and social and forms part of a wider shift in direction with a product-first approach to a brand-led strategy designed to “put dreams back at the heart of its story.” The new platform, called “Dreams Waiting to Happen”, also gives “fresh meaning to the Lottery’s iconic line “It could be you.”
“This campaign is designed to celebrate the National Lottery’s place in Irish life while reminding players of the positive difference their participation makes,” said Anne Mulcahy, chief marketing officer at the National Lottery.
Abi Moran, CEO of Folk VML, said the creative approach was about balancing entertainment with purpose. “We wanted to deliver work that feels bold and relevant while making sure the Lottery’s contribution to communities is front and centre,” Moran said.
“We all have dreams waiting to happen, and only National Lottery can make those dreams come true overnight,” added Karl Waters, chief creative officer, 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.”
Credits:
Client: National Lottery
Chief Marketing Officer: Anne Mulcahy
Head of Brand: Maebh Gleeson
Marketing Controller: Susan O’Shea
Senior Brand Manager: Kate McManus
Brand Manager: Stephen Cleary
Senior Media Manager: Deborah Tracey
Creative Agency: Folk VML
CEO: Abi Moran
Managing Director: Enda Kelly
Chief Creative Officer: Karl Waters
Creative Director: Jonny Cullen
Copywriter: Stephen Kelly
Copywriter: Simon Johnson
Senior Creative: Connor O’Hare
Senior Art Director: Conor Swanton
Art Director: Ellen Jones
Art Director: Richard Glendenning
Account Director: Luke Mulligan
Account Manager: Ciara Ní Dhonnacha
Head of Planning: Eimear Fitzmaurice
Planning Director: Kim Comiskey
Head of Production: Michael Cullen
Senior Producer: Eric Brindley
Media Agency: Starcom
Business Director: Alison McDonnell
Deputy Managing Director: Aisling O’Sullivan
Client Director: Ruth Barry
Support Agency: Oliver
Business Director: Paul Walshe
Producer: Simona Bran
Studio Manager: Paula Santana
Executive Creative Director: Lee Douglas
Lead Creative: Adam Stott
Senior Designer: Stephen Heffernan
