The National Lottery: Dreams Waiting To Happen

Our campaign set out to reframe The National Lottery as more than just a collection of games. It became a way to reflect and celebrate everyday hopes across Ireland. By telling stories rooted in real life, we invited people to see the Lottery as a place where dreams waiting to happen could come to life. Across every platform, from heartfelt TV to striking outdoor and digital work, we encouraged people to pause, reflect, and reconnect with their aspirations, both big and small.

Folk VML Advertising Dublin National Lottery Dreams Waiting To Happen

Challenge

The National Lottery wanted to evolve from being seen simply as games of chance to something more meaningful, a symbol of possibility for everyone in Ireland. For too long, the focus on jackpots had overshadowed the smaller but powerful dreams that bring people together. Our challenge was to help the brand connect in a more human way, sparking genuine emotion, uplifting everyday hopes, and reminding people that playing is not just about winning but about belonging to a shared sense of possibility.

Inspiration

We were inspired by the quiet dreams that often go unspoken, the ones put aside in the busyness of everyday life. Across Ireland, there are countless dreams waiting to happen, each deserving attention. This sense of possibility became the heart of our campaign, encouraging people not just to dream again but to see The National Lottery as a partner in keeping those hopes alive.

Idea

To bring this to life, we launched the “Dreams Waiting To Happen” Masterbrand Campaign. A cinematic TVC by director Frédéric Planchon told the story of a couple whose modest travel fund is transformed by a winning ticket. Striking outdoor photography by Alex Telfer captured the fragile and joyful nature of everyday dreams. Together with digital, audio, and social channels, these stories showed how The National Lottery can be part of real people’s lives and aspirations.

The campaign marks the start of a new chapter for The National Lottery. By giving fresh meaning to “It Could Be You,” it begins to shift focus from jackpots to the relatable dreams we all share. This platform sets the foundation for long-term storytelling, helping The National Lottery build stronger connections and inspire people across Ireland to dream again.