The National Lottery: Heroes Return

The UK's National Lottery wanted to counter consumers' scepticism about the good causes it supported by focusing its communications on this area after more than a decade of creative work built around the idea of winning.

The National Lottery: Heroes Return

Abbott Mead Vickers BBDO London

Advertiser: CamelotBrand: The National LotteryCountry: United Kingdom

Objectives

The UK National Lottery is one of the world's most successful lotteries. Since its launch in 1994, it has achieved an unparalleled track record in innovation and long-term, responsible growth.

The National Lottery has a dual function in UK society. Its primary objective is to maximise returns to National Lottery Good Causes through the selling of lottery products. However, it also gives players the opportunity to win money through a wide range of games – so it...

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