Will you be next?
The National Lottery’s Will you be next? campaign is the first with creative agency, VCCP.
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Allwyn, the first new operator of The National Lottery in nearly 30 years, will launch its opening campaign, Will you be next?, as it takes over the reins on 1 February.
Over the course of its 10-year licence, Allwyn’s overarching ambition is to offer more games, attract more players, inject more entertainment, create more winners, and raise more money for National Lottery-funded projects.
Focusing on the most loved millionaire maker game, Lotto, the campaign builds anticipation and asks viewers to guess who could be the latest millionaire winner. It also officially kicks off Allwyn’s new marketing strategy, which focuses on attracting new players and showcasing The National Lottery’s individual product brands.
Credits
View on- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director Ed Rosie
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Credits
View on- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director Ed Rosie
- Editor Syd Harvey
- Sound Engineer Stuart Allen Hynd
- Music Supervision Native Music Supervision & Production
- Post Company Girl&Bear (In-House at VCCP/London)
- Post Company Electric Theatre Collective
- Post Producer Vanessa Troop
- Colorist Connor Coolbear
- Audio Post Factory Studios/London
- Audio Post Jungle Studios
- Sound Engineer Jack Hallett
- Sound Engineer Sean Mahoney
- Executive Creative Director Darren Bailes
- Creative Director Simon Connor
- Creative Daniel Glover James
- Creative Elias Torres
- Creative Miles Carter
- Creative Sophie Knox
- Producer Chiara Trecchi
- Producer Diana Turchi
- Producer Jonny Powell
- Head of Production Doris Tydeman
- Composer Frederick Ashworth
- Senior Online Editor Ashley Sykes
- Online Editor Tom James
- Executive Producer Andy Leahy
- Producer Suki Fraser
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 Ed Rosie
- Editor Syd Harvey
- Sound Engineer Stuart Allen Hynd
- Music Supervision Native Music Supervision & Production
- Post Company Girl&Bear (In-House at VCCP/London)
- Post Company Electric Theatre Collective
- Post Producer Vanessa Troop
- Colorist Connor Coolbear
- Audio Post Factory Studios/London
- Audio Post Jungle Studios
- Sound Engineer Jack Hallett
- Sound Engineer Sean Mahoney
- Executive Creative Director Darren Bailes
- Creative Director Simon Connor
- Creative Daniel Glover James
- Creative Elias Torres
- Creative Miles Carter
- Creative Sophie Knox
- Producer Chiara Trecchi
- Producer Diana Turchi
- Producer Jonny Powell
- Head of Production Doris Tydeman
- Composer Frederick Ashworth
- Senior Online Editor Ashley Sykes
- Online Editor Tom James
- Executive Producer Andy Leahy
- Producer Suki Fraser
Created in collaboration with integrated creative agency, VCCP London, with media planning and buying managed by Hearts & Science, the campaign centres around a series of films, directed by Ed Rosie through Girl&Bear Studios, set in everyday locations, including the ‘Chippy’, ‘Cinema’ and ‘Newsagent’. These encourage audiences to play along and guess who the winners are in these familiar settings.
The campaign reminds players that, on average, Lotto creates two millionaires every week and the gamification element of the ads captures the fun of play. In each spot, the camera pans around a busy room speculating on who could be the winner in the scene before revealing the new millionaire. The games are played out in each deliverable from six-second social to traditional TVC, with each scene filmed multiple times to keep people guessing.
Darren Bailes, Global CCO at VCCP Group, added: “Over the years, Lotto has lost a bit of that sense of fun and anticipation. We wanted to bring back those emotions, so built our campaign idea around them – with ads you can play along with too. The fact that Lotto makes two millionaires a week on average is amazing and something that many people don’t know. So, we wanted to shout this from the rooftops and remind everyone that normal people, in normal places, become millionaires every week. People at the supermarket, in the cinema, at the park, the newsagent, the hairdressers, the chippy – the possibilities are endless. So, will you be next?”
