Generosity of spirit is the theme of the National Lottery’s Christmas campaign created by Folk VML. The TV commercial is the latest chapter in the brand’s long-term ‘Dreams Waiting to Happen’ platform. The aim of the campaign is to bring a warm, human story to screens at a time of year when human kindness feels especially meaningful.
Magic
The film, entitled ‘All Aboard’, was directed by Zak Emerson of Butter. It follows a rural brass band and the quiet, gentleman who drives them to every rehearsal and performance, with an unexpected moment of Christmas joy. Anne Mulcahy, chief marketing officer, National Lottery, said every lottery ticket holds a little bit of magic and possibility.
Starcom managed the media, with Oliver Marketing handling conversion.
The campaign runs across TV, AV, out of home, radio and social.
Watch the TV commercial here
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
Managing director: Enda Kelly
Chief creative officer: Karl Waters
Creative director: Jonny Cullen
Copywriter: Stephen Kelly
Senior art director: Conor Swanton
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
Deputy managing director: Aisling O’Sullivan
Client director: Ruth Barry
Senior client manager: Megan LaSalle
Conversion agency: Oliver
Account manager: Andy Mynes
Senior designer: Stephen Heffernan
Graphic designer: Elaine Meehan
Digital Designer: Keith Flynn
