The Irish National Lottery has had its biggest brand shake-up in decades, with a new platform that puts dreams at the heart of its message.
The new strategy, Dreams Waiting To Happen, was created by Folk VML, and breathes fresh life into the Lottery’s iconic tagline It Could Be You.
This shift moves the organisation away from product-led advertising towards an emotive, brand-first approach aimed at reconnecting with the everyday hopes and aspirations of Irish players.
Launching with a film directed by Frédéric Planchon – the filmmaker behind Cadbury’s celebrated Glass and a Half campaigns – the ad follows a couple whose modest travel savings get the lottery treatment. It’s designed to strike an emotional chord rather than chase the usual jackpot headlines.
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Striking portraits by Alex Telfer capture ordinary people and their, often unspoken dreams in an emotive OOH campain.
“This is about everyday dreams we can all relate to. Shifting to a masterbrand strategy creates a foundation that will inspire the nation to dream again,” said Anne Mulcahy, CMO of the National Lottery.
Karl Waters, chief creative officer at Folk VML, added, “We all have dreams waiting to happen, and only the National Lottery can make those dreams come true overnight. This is about work that feels authentic, genuine – and that makes people feel something.”
The campaign went live on 21 September and is running across TV, OOH, digital, social and AV. Folk VML leads creative, with Starcom handling media and Oliver Marketing driving conversion.
