Allwyn, the operator of the National Lottery, has partnered with Channel 4 to launch a new three-part mini-series showcasing the potential impact of winning its ‘Set For Life’ game.
The campaign was developed by agency Hearts & Science and DRUM and aims to brings the ‘win-on-repeat’ concept to life in an entertaining and relatable way.
The series, titled Lucky Days, follows three celebrity comedians – Seann Walsh, Olga Koch and Eddie Kadi – as they each receive £10,000 to spend as they wish. This amount mirrors the monthly top prize of the Set For Life game, which offers winners £10,000 every month for 30 years.
Filmed in Brighton, London and Paris, the 10-minute episodes capture the friends’ shared adventures and spontaneous experiences. From riding in horse-drawn carriages to becoming pop stars, the series aims to help viewers imagine what they might do with a Set For Life win.
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The campaign adopts a social-first focus, aligning with the broadcaster’s Fast Forward strategy to produce digital content for engaged viewers on popular platforms. The series will be available on YouTube, with additional executions across Meta and TikTok.
“It’s hard to imagine what winning a top prize of £10,000 every month for 30 years could feel like,” says Steve Parkinson, brand and marketing director at Allwyn, “but in this social-first format, the casting of comedian friends, Seann, Eddie and Olga bring the joy and fun of what incredible experiences might be possible with a Set For Life win, helping viewers to imagine what they would do if they won.”
The campaign also includes a collaboration with LADbible to maximise reach and engagement. This partnership will feature a three-part ‘vodcast’ with Seann Walsh, interactive Instagram stories, and content from the LADCreator Network. All content will be published on LADbible’s Instagram page, which boasts 14.1m followers.
Channel 4 digital commissioner, Charlie Hyland added: “This is such a fun series! Olga, Eddie and Seann have an infectious friendship that really comes alive.
“Each of them have such brilliant ‘Lucky Days’, I can’t wait for audiences to watch and then debate with their friends, what they would do if they were, ‘Set For Life’.”
