Camelot has unveiled the debut ad for The National Lottery's new Set for Life game, which offers punters a top prize of £10,000 every month for 30 years.
Imploring viewers to enter and 'Make Every Month' amazing, the creative from Adam&Eve/DDB, is focused on the luxury of living each month without compromise.
Going through each calendar month, the spot shows how winning the game could help viewers 'have a monster January' or 'scorch' their way through August by way of a range of experiences; be it skiing or buying a VW camper and going traveling.
The spot uses a mixture of real footage and CGI to bring the potential for unique and luxurious experiences to life.
As well as TV, the campaign will see video-on-demand running across all of ITV, Channel 4 and Sky; placements on Twitter, Instagram, Snapchat and Facebook and a partnership with Takumi to create a stream of content with a wide range of UK influencers over the next 12 months.
Activity across all UK commercial radio stations and OOH advertising at over 5,000 sites will also feature.
Adam&Eve/DDB replaced AMV BBDO as Camelot's creative shop of record last year. The agency's first big-ticket spot for The National Lottery, 'Fisherman', aired in September.
: 'Set For Life – Make every month amazing'
Camelot has unveiled the debut ad for The National Lottery's new Set for Life game, which offers punters a top prize of £10,000 every month for 30 years.
Imploring viewers to enter and 'Make Every Month' amazing, the creative from Adam&Eve/DDB, is focused on the luxury of living each month without compromise.
Going through each calendar month, the spot shows how winning the game could help viewers 'have a monster January' or 'scorch' their way through August by way of a range of experiences; be it skiing or buying a VW camper and going traveling.
Chief Creative Officer: Richard Brim
Group Executive Creative Director: Ben Tollett
CEO: Mat Goff & Tammy Einav
Creatives: Frank Ginger & Shay Reading
Agency Planner: Thomas Keane
Managing Partner: Sam LeCoeur
Business Director: Sarah Kay
Account Director: Gemma Cox
Account Manager: Charlotte Ellison
Account Executive: Frankie Cuffaro
TV Producer: Sian Parker
Media Agency: Vizeum
Media Planners: Toby Foy, Liam Dunne, Anna Palmer, Zoe Carson, Richard Heelas
Production Company: Blink and Blink Ink
Executive Producer: Bart Yates & Paul Weston
Director: Fred Rowson & Chris Bristow
Editing Company: Speade
Editor: Ben Crook
Post-production: Framestore & Blink Ink
Audio Post-production: Sam Ashwell & Ben Gulvin @ 750mph