Description
Allwyn, operator of The National Lottery, launches its new campaign for Lotto, instilling win belief across the nation.
It marks a return to its original It Could Be You slogan, re-dedicating the campaign to the core promise of Lotto. The slogan, which has not been seen on screens for more than 26 years, is now substantiated by a wealth of winning stories from over 30 years of players buying Lotto tickets to give it added credence, emotion and rational credibility.
The integrated campaign rekindles not just It Could Be You, but the celestial hand representing the magical winning moment that could happen to anyone.
In the launch AV, scenes of scepticism are punctured by real Lotto winners interjecting with 'it was me, and it could be you'.
This professional campaign titled 'It Could Be You' was published in United Kingdom in September, 2025. It was created for the brands: Allwyn, Lotto, and National Lottery, by ad agencies: Girl&Bear, Hearts & Science, and VCCP. This 360°, Film, and Integrated media campaign is related to the Gambling, Gaming, and Lottery industries and contains 1 media asset. It was submitted 3 months ago.
Credits
CAMPAIGN TITLE: It Could Be You
CLIENT: Allwyn UK
ADVERTISING AGENCY: VCCP
GLOBAL CHIEF CREATIVE OFFICER: Darren Bailes
CREATIVE DIRECTOR: Simon Connor
CREATIVE TEAMS: Kenneth Abalos & Samuel Adio, George Cartwright & Lucas Robin
MANAGING DIRECTOR: Hannah Fitz-Gerald
BUSINESS DIRECTOR: Roxanne Courtman
ACCOUNT DIRECTOR: Fionn O’Doherty
SNR ACCOUNT MANAGER: Jasmine Khaliq
GROUP CHIEF STRATEGY OFFICER: Michael Lee
PLANNING DIRECTOR: Joe Miller
AGENCY PRODUCTION: Girl&Bear
AGENCY TV PRODUCER: David Vass
AGENCY TV PRODUCTION ASSISTANT: Nathan Lake
HEAD OF BROADCAST AFFAIRS: Alexia Collins
SENIOR INTEGRATED CREATIVE PRODUCER: Jonny Powell
AGENCY POST PRODUCER: Heather Mooney
PRODUCTION COMPANY: Radical Media
DIRECTOR: Dave Meyers
MD / EP: Ben Schneider
PRODUCER: Maggie Curwin
DP: Scott Cunningham
PRODUCTION DESIGNER: Francesca Massariol
STYLIST: Verity May Lane
CASTING: Kharmel Cochrane
EDIT HOUSE: The Quarry
EDITOR: Jonnie Scarlett
MANAGING PARTNER / EP: Tor Adams
ASSISTANT EDITOR: Henry Thackray
POST PRODUCTION: Black Kite
COLOURIST: Richard Fearon
VFX LEAD: Amir Bazazi
2D LEADS: Marcus Moffatt & Matt Hutchins
3D LEADS: Jim Cullen
SENIOR PRODUCER: Phil Brewster
AUDIO POST PRODUCTION: Factory Studios
SOUND DESIGN & MIX: Jack Hallett
AUDIO PRODUCER: Olivia Endersby
MUSIC: SIREN
MUSIC PRODUCER: Sian Rogers
COMPOSER: Chris White
CONTENT CREATION STUDIO: Girl&Bear
DESIGN DIRECTOR: Clary Vikstrom
DESIGNER: Ayesha Handy
RESOURCE LEAD: Rachael Hinge
DEPUTY HEAD OF STUDIO: Scott Mitchell
ASSISTANT STUDIO MANAGERS: Thomas Whetnall & Lee Forster
SENIOR CREATIVE ARTWORKER: Paul Craig
HYBRID EDITOR: Amelia Eve
EXECUTIVE CREATIVE DIRECTOR OF SOCIAL & CONTENT: David Feldman
CREATIVE DIRECTOR: Rachael Kendrick
MIDWEIGHT CREATOR: Maisie Vickers
MEDIA AGENCY: Hearts & Science
MANAGING PARTNER: Rebecca Burke
CHIEF STRATEGY OFFICER: Simon Carr
STRATEGY PARTNER: Frith Hofmeester
CLIENT PARTNER: Jonathan Price
BUSINESS DIRECTOR: Benjamin Rutherford
CLIENT EXPERIENCE DIRECTOR: Jack Stein
CLIENT EXPERIENCE MANAGER: James Sansom
HEAD OF CONNECTIONS PLANNING: Tessa LeGassick
CONNECTIONS PLANNING SENIOR DIRECTOR: George Viner-Price
HEAD OF AV: Chris Pyatt
AV BUSINESS DIRECTOR: Martyn Searles
SOCIAL ACCOUNT DIRECTOR: Sophie Babbage
DIGITAL DISPLAY ACCOUNT DIRECTOR: Paul Mellor
OOH: Talon Outdoor
