Campaign Spotlight: adam&eveDDB’s ‘Amazing Starts Here’ Campaign Celebrates Real Stories of What Goes on Behind Winning the National Lottery


LONDON — Michelle, a real-life employee operator at The National Lottery Camelot’s contact centre, is the star of the new ‘Amazing Starts Here’ film, created by adam&eveDDB.

The ad features both real contact centre employees and winners to highlight the reality that anyone can win the on The National Lottery. It breaks on TV on July 14, supported by radio and out-of-home activity.

The ad follows Michelle on her daily journey to the office before focusing in on her and her colleagues as they watch The National Lottery draw in anticipation – frozen in time. Once the final lottery ball is drawn, the phones immediately start to ring – as Michelle and her colleagues start taking calls from eager players calling into The National Lottery Line.

Someone has to win. Why not you?

Hayley Stringfellow, Head of Brand Strategy and Marketing at Camelot, said: “The most exciting thing about playing The National Lottery is the anticipation that it really could be you who wins, and we wanted to create a campaign that brings this to life in a whole new way. We want everyone to know that not only does someone have to win, but also that people really do win all the time. Who better to show that than our contact centre colleagues, who have the pleasure of dealing with lucky winners every single day.

Sam LeCoeur, Managing Partner at adam&eveDDB, said: “Michelle and her Camelot colleagues have one of the best jobs imaginable – as they’re the first people to deliver good, often life-changing news. So, we loved the idea of putting actual contact centre employees at the heart of this new ‘Amazing Starts Here’ ad – reminding people of the reality that you never know when good luck can strike.”

Michelle said: “Just like lots of people up and down the country, I go to the office and sit at a desk. But I make people happy for a living and not everyone can say that! Filming the ad was definitely not a typical working day and I was delighted to be able to help bring that winning experience to life.


Client: Camelot
Brand: The National Lottery
Project name: Winning Excitement, ‘The Calm Before the Storm’ (script name)
Client: Hayley Stringfellow, Head of Brand Strategy and Marketing, Rachel Moss, Marketing Manager, Arabella Gilchrist, Head of One National Lottery Partnerships & Content
Advertising Company: adam&eveDDB
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Creative: Daniel Bailey
Creative: Brad Woolf
Creative: Emily Tolley
Creative: Stevie Rowing-Parker
Agency producer: Mary Fostiropoulos
Managing Partner: Sam LeCoeur
Account Director: Loella Collier
Account Director: Ashley Lewis
Account Manager: Elliot Handler
Account Executive: Frankie Cuffaro
Planner: Heather Alderson
Planner: Thomas Keane
Media agency: Vizeum
Production company: Smuggler
Executive Producer: Chris Barrett
Producer: Ray Leakey
Director: Henry-Alex Rubin
D.O.P: Benoit Soler
Editing Company: Speade
Editor: Sam Sneade
Post Production: The Mill
Post Producer: Dan Crozier
Colourist: Seamus O’Kane
Audio Post Production: Factory (Anthony Moore & Jon Clarke)

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