The National Lottery has launched a campaign to mark its 25th anniversary with a campaign that celebrates some of the projects it helps to fund in a digital media collaboration that is a first for the brand.
The campaign was created and produced by The Wild, a full-service creative agency launched last month by Jungle Creations. The Wild replaced Treehouse, Jungle’s previous offering, which focused on social content.
The Wild is led by Dylan Davenport, who joined in January from Adam & Eve/DDB, which holds the main ad account for National Lottery operator Camelot.
Targeted at 18- to 34-year-olds, the campaign consists of three mini-video documentaries and a series of articles to be distributed on Jungle Creations’ channel, VT.
The first film, "Project Celt", follows Beth Lewis, a young woman with apert syndrome, a genetic disorder that affects the shape of the head and face. Lewis talks about her experiences of bullying and low self-esteem, and how being involved with Project Celt, a centre for equine therapy, helped build her confidence and happiness.
It was created by Ed Burgess and Anina Grostern, and directed by Zak Harney.
A second film, set to roll out next week, will follow 18-year-old BMX rider Kye Whyte, who is training for the Tokyo 2020 Olympic Games.
Jonathan Tuchner, director at the National Lottery Promotions Unit, said: "Since its launch 25 years ago, The National Lottery has changed lives the length and breadth of the UK, raising almost £40bn for good causes and awarding grants to more than 535,000 individual projects.
"We were looking to create a dynamic and innovative campaign and The Wild presented a mini-documentary format which placed The National Lottery right at the heart of UK culture."