Lotto Dreams Campaign

Even the Nation’s favourite life-changer needs help inspiring the UK to grab those special tickets. They wanted a way to get back to the lottery’s roots, to remind people of how they first felt when it was launched. That feeling of “It could be you” but without recycling the exact line.

My approach

I focused on galvanising the game behind a big idea. An idea we all share: the dream of winning. We’ve all done it, and so it connects the game to the entire nation. Lotto needed to be seen as (literally) a ticket to dream. No ticket. No dream. And dreams are available in-store and online.

My role – copywriter