Lottery Instants Magic Numbers

This campaign for the National Lottery’s scratchcard and online instant win games highlighted the sheer number of winners made – even down to winners per second. They needed creative executions covering press and outdoor, and wanted each to be tailored to its environment.

My approach

From bespoke lines that fitted perfectly within specific magazine titles, to outdoor digital firsts, I made every creative execution contextual and relevant to the reader. The crown jewel was my idea to synch digital billboard ads in train stations with real-time train times. It got noticed, and not just by Campaign Magazine.

My role – concepts, copywriter