Tom Daley kicks off festive campaign for The National Lottery
Add some play to Christmas campaign launches with influencer-led ‘Scratchcard-igans’ activation.
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National Lottery operator Allwyn has unveiled its multi-channel Christmas campaign, with the first in a series of activations being fronted by former National Lottery-funded Olympic diver and knitting enthusiast Tom Daley.
Created in partnership with VCCP, planned by Hearts & Science, with social video production and talent execution by Atomized Studios and Freuds, the six-week Add some play to Christmas campaign positions National Lottery Scratchcards as a surprisingly fun way to come together, no matter the occasion or the group. Centring on the key themes of Christmas togetherness and playfulness, it highlights that Scratchcards add light-hearted entertainment to real, relatable situations.
This year, Allwyn has created the ultimate in festive fashion, ‘Scratchcard-igans’ knitted cardigans designed to look like Scratchcards, complete with a ‘scratchable’ sequin surface. These new limited-edition cardigans are available to be won through a competition on The National Lottery’s Instagram. And, just like a real Scratchcard, the cardigans can be scratched to reveal prizes, with one in four revealing a £500 prize.
Credits
View on- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director Amelia Hoppenbrouwers
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Credits
View on- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director Amelia Hoppenbrouwers
- Agency Creative Producer Michael Davies
- Senior Post Producer VCCP/London
- Creative Director Laura Muse
- Copywriter/Art Director Henry Westcott
- Copywriter/Art Director Robbie Field
- Design Director Lee Bodell
- Senior Designer Leila Amin
- Design Director Clary Vikstrom
- Agency Creative Producer Hettie Rifkin
- Executive Producer Faye Stewart
- Art Director Jagoda Bugaj
- DP Andrew Tsang
- Talent Tom Daley
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director Amelia Hoppenbrouwers
- Agency Creative Producer Michael Davies
- Senior Post Producer VCCP/London
- Creative Director Laura Muse
- Copywriter/Art Director Henry Westcott
- Copywriter/Art Director Robbie Field
- Design Director Lee Bodell
- Senior Designer Leila Amin
- Design Director Clary Vikstrom
- Agency Creative Producer Hettie Rifkin
- Executive Producer Faye Stewart
- Art Director Jagoda Bugaj
- DP Andrew Tsang
- Talent Tom Daley
Tom Daley unveils this season’s must-have, the Scratchcard-igan, in playful social video content, brought to life by creative agency Atomized, which launches the campaign. Diving into the world of fashion influencing, Tom parodies popular social media fashion trends with his signature charm. Going live across Tom’s Instagram throughout November, Tom teases fans with an unboxing before revealing the ultimate festive knit.
Darren Bailes, Global CCO at VCCP, added: “Scratchcards deserved to break out of their dispenser by the till and into Christmas get-togethers. You may be able to hold them in the palm of your hand, but they could win you a massive prize – so bring a lot of fun and excitement to Christmas. We’re also proud to unveil Scratchcard-igans, the ultimate festive fashion that actually functions as a real Scratchcard.”
Simon Carr, Chief Strategy Officer at Hearts & Science, added: “Christmas is coming and it’s time to sprinkle some scratchcard magic! This season, we’ll be lighting up every channel, from TV screens to social feeds, to show the nation how a simple scratchcard can turn any festive moment into a burst of unexpected joy. With Scratchcard-igans bringing an additional element of fun, this campaign is set to bring hope and laughter to celebrations everywhere, all while reminding players that every ticket helps support the incredible Good Causes funded by The National Lottery.”
