Camelot: How The National Lottery stole Christmas

The National Lottery collaborated with director Tom Hopper to create a rom com in the UK and increase sales, brand consideration and ad awareness by emotionally connecting with people.

Executive Summary

Every year, a multitude of British brands battle it out to create a campaign that will 'win' Christmas. It tends to be the familiar and expected brands that come back every year. Christmas 2022 was different.

It fell to a brand that no one saw coming to deliver a genuinely fresh take on the season - one that dispensed with reindeers and Santa and snowmen to reflect the true magic of Christmas - that people are open to hope, and to imagining something better.

That brand was The National Lottery.

Drawing on consumer research, we were able to...

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