LONDON, UNITED KINGDOM – Allwyn, operator of The National Lottery, has launched a major new campaign for Lotto, marking the highly anticipated return of its legendary “It Could Be You” slogan after more than 26 years. The campaign, developed with creative agency VCCP, aims to rekindle the sense of magic and possibility that has defined Lotto as the nation’s game since its launch in 1994.
The integrated campaign is anchored by a cinematic 30-second film directed by Dave Meyers of Radical Media, in collaboration with VCCP’s global content creation studio Girl&Bear. Blending real-life stories with a touch of nostalgia, the film features real Lotto winners Sarah, Gary, Chris, and Geraldine as they remind viewers that life changing moments can happen to anyone, so long as they buy a ticket.
Reimagining the iconic celestial golden hand first introduced in Lotto’s original 1994 campaign, the new work captures moments of scepticism and light-hearted debate, punctuated by the real voices of winners asserting, “It was me, and it could be you.” The creative direction underscores Lotto’s enduring promise to spark imagination and belief across generations of players.
With media strategy led by Hearts & Science, the campaign debuted with a prime spot during Coronation Street on September 1. It will roll out nationally across VOD, social platforms, large-format out-of-home placements, and national print executions, including cover wraps.
Steve Parkinson, Brand and Marketing Director at Allwyn UK, said “Lotto has always been the nation’s game, but with new entrants and innovations in the market, it was time to remind people of the magic. ‘It Could Be You’ is a bold, confident platform that brings back one of our most distinctive brand assets for a new era, while celebrating the real people and real stories that make Lotto special.”
The creative team at VCCP highlighted the campaign’s emphasis on rekindling wonder in a world increasingly focused on logic and measurement. Simon Connor, Creative Director at VCCP, added “The world has become too rational and logical. We are bogged down in customer reviews, xG, calorie counting and comparison sites. What happened to all of the magic? The what if? What if we all believed again? After all, it could be you.”
For Rebecca Burke, Managing Partner at Hearts & Science, the campaign represents a powerful opportunity to reinforce Lotto’s cultural significance “‘It Could Be You’ offers a perfect platform for media to bring to life Lotto’s new brand identity and its continued stature as a British icon. The launch will see media activation demonstrate to audiences, both existing and new, the magic and hope that Lotto brings, elevating the point that if you believe, then it really could be you.”
CAMPAIGN 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
Senior 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
Managing Director / Executive Producer: Ben Schneider
Producer: Maggie Curwin
Director of Photography: Scott Cunningham
Production Designer: Francesca Massariol
Stylist: Verity May Lane
Casting: Kharmel Cochrane
Edit House: The Quarry
Editor: Jonnie Scarlett
Managing Partner / Executive Producer: Tor Adams
Assistant Editor: Henry Thackray
Post Production: Black Kite
Colourist: Richard Fearon
VFX Lead: Amir Bazazi
2D Leads: Marcus Moffatt & Matt Hutchins
3D Lead: 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
