Description
from a product first approach to a brand led strategy designed to put dreams back at the heart of its story.
Its new platform, Dreams Waiting To Happen, created by Folk VML, marks a major evolution, giving fresh meaning to the Lottery’s iconic line It Could Be You. More than a shift in messaging, it redefines National Lottery’s role: moving beyond games to ignite everyday hopes and extraordinary possibilities, inspiring Ireland to dream again.
The work debuts with a TVC directed by Frédéric Planchon, the filmmaker behind Cadbury’s celebrated Glass and a Half adverts. The film, a poignant story of a couple whose modest travel fund is transformed by a winning ticket, sets the emotional tone for the brand’s new direction: relatable and rooted in everyday dreams.
The campaign is extended through striking outdoor work by acclaimed photographer Alex Telfer, recently named Photographer of the Year at the International Photography Awards. Telfer’s portraits amplify the brand message across OOH, capturing the fragile and joyful nature of dreams big and small.
This professional campaign titled 'Dreams Waiting To Happen' was published in Ireland in September, 2025. It was created for the brand: Irish National Lottery, by ad agency: Folk VML. This Film and OOH Outdoor media campaign is related to the Lottery industry and contains 2 media assets. It was submitted 2 months ago by Associate Director, Communications: Billi Hatfield of VML.
Credits
Credits:
Client: National Lottery
Chief Marketing Officer: Anne Mulcahy
Head of Brand: Maebh Gleeson
Marketing Controller: Susan O’Shea
Senior Brand Manager: Kate Mc Manus
Brand Manager: Stephen Cleary
Senior Media Manager: Deborah Tracey
Creative Agency: Folk VML
CEO: Abi Moran
Managing Director: Enda Kelly
Chief Creative Officer: Karl Waters
Creative Director: Jonny Cullen
Copywriter: Stephen Kelly
Copywriter: Simon Johnson
Senior Creative: Connor O’Hare
Senior Art Director: Conor Swanton
Art Director: Ellen Jones
Art Director: Richard Glendenning
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
Business Director: Alison McDonnell
Deputy Managing Director: Aisling O Sullivan
Client Director: Ruth Barry
Oliver:
Business Director - Paul Walshe
Producer - Simona Bran
Studio Manager - Paula Santana
Executive Creative Director - Lee Douglas
Lead Creative - Adam Stott
Senior Designer - Stephen Heffernan
