A new campaign from The National Lottery spotlights the long-lasting love between its flagship game, Lotto, and its regular players. "Pockets", created by adam&eveDDB, aims to … read moreput a spotlight on Lotto, the game long synonymous with The National Lottery, by putting it front and centre of the campaign. Players, who've grown up with the National Lottery, are reminded of the excitement of playing and that a life-changing win is within everyone's reach. Included in our campaign is a 90” film, directed by Oscar-winner Tom Hooper, that follows a couple’s enduring love and sense of hope over three decades. It begins in 1994, on the night of the first-ever National Lottery draw. As the numbers are drawn, a dropped Lotto ticket sparks an attraction between our two protagonists, Edward and Isaac. Through Millennium celebrations, a lover’s tiff and a wedding, their love endures – along with their hope that Edward’s Lotto numbers will come up. The film reaches its crescendo when Edward sees his winning numbers and, after a brief scare that the ticket is lost, they celebrate the win they’d always hoped for. The film is an evolution of The National Lottery’s award-winning Christmas campaign ‘A Christmas Love Story’, which was also directed by Hooper, and successfully highlighted the joy of winning. adam&eveDDB partnered with numerous production companies throughout the process, including SMUGGLER, which handled the film production; ON ROAD, a cultural research agency which ensured the accurate portrayal of gay men from the 1990s to the current day; and Framestore and Whitehouse Post, both of which handled post-production.
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