It's a Game Changer

Client: The National Lottery

The Game Changer campaign celebrates 30 years of The National Lottery’s impact on national life. Our task was to make that impact impossible to ignore.

The National Lottery has raised over £50 billion for Good Causes since the first draw in 1994. From Olympic medals and Oscars to saving entire species, it has transformed sport, the arts, heritage, conservation and communities across the UK. It has a complex stakeholder environment; whilst the operator is a privately held company, its license is granted by the UK government. This campaign is for the Good Causes element, a public sector body. Icons such as Billy Elliot, the Eden Project, Angel of the North and Shakespeare’s Globe would not exist without it. But it’s also abounding in unsung heroes; when a team member lost a sibling in 2022 it was a National Lottery funded project that was there to help. Our task was to bring to life and showcase its extraordinary – and ongoing - contribution to national life. We did this through using one simple creative platform that flexed - allowing us to showcase that impact through 2,000+ organisations, individuals who’ve done extraordinary things, our tear-jerking-chest-pumping national moments and the next generation. This included a 5,000sqm milk and charcoal tree enveloping Whitby Abbey, turning brainwaves into a public art projection in central London, recreating 30 iconic moments, an exhibition at the National Portrait Gallery, discussing working class arts access with Vicky McClure and reducing the beyond-wonderful Michael Sheen to tears.