National Lottery Life Changing Stories
The launch of this campaign coincided with the National Lottery re-brand and to this end, were designed to illustrate the other side of the Lottery brand, telling the funding-stories rather than the winner-stories.
We created 11 different regional-specific versions of every 30" and 10" edit for each of the 10 stories, where viewers see a bespoke copy that targets regional data relevant to them. Therefore we produced 263 unique versions of 10 hero commercials in total.
In all it took, 8 research teams visiting 34 UK locations and 3 x production units on 11 shoot days (2 nights), managing 64 crew members over 10 different country-wide locations to produce this campaign.
Creative Agency – ITN Productions
Media Agency – Storylab
Creative Director – Phil Lind
Campaign Producer – Jennifer Collins
Account Director – Natasha Rich
Unit Directors – Shona Auerbach, Schuman Hoque, Will Clark
Unit Producers – Jemma Cassey, Jeannine Mansell, Tara Watney