2019, The National Lottery License was coming up for review. IGT (If you’ve played a slot machine in Vegas, chances are it was theirs) were thinking about going up against the incumbent, Camelot.

If IGT won the license they wanted to have a campaign ready to go.

They wanted a super-flexible idea. One that worked for people entering the lottery and organisations who benefitted from it. And they wanted something that felt seamless, with National Lottery branding at its heart.

So we pitched this idea – and won.

Then, pandemic hit, Camelot won regained the license and IGT went back to Vegas.

I had the pleasure of working on this with the endlessly talented Mick Craven.
Shame it never ran.

  • Role Art Director / Writer

  • For IGT

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