Lotto: What would you do?

The new campaign from AMV BBDO London celebrates the hopes, dreams and fantasies of Lotto players and brings to life that ever-popular question, debated time and time again among friends, family and work colleagues – ‘What would you do if you won a Lotto jackpot?’

This is Lotto’s first new brand campaign since the autumn of 2008, when Camelot launched its ‘Optimism’ ads. This successful campaign leveraged Lotto players’ general positive, give-it-a-go view of life and played a part in helping to deliver an increase in total National Lottery sales last year of 5.9% or £302 million. The new campaign will run across TV, radio, press and online as well as in store and builds on ‘Optimism’s’ success by focusing more closely on Lotto players’ own individual dreams about what they would do if they win.