THE NATIONAL LOTTERY

on a pitch for The National Lottery, my creative partner and i were briefed to create social ideas that would shatter the public's perception of Lotto winners - the stereotypical champagne popping, selfish type - and shine a light on the goodness that comes with winning

Aim: Get people to dream of winning

Idea one - DreamCore: Hypnotic Videos

Platforms: Instagram, TikTok

Cathartic videos in the form of visual hypnosis are all over the internet right now.

Pioneered by content creator @aidenarata, this popular meme-in-video format has been recreated all over social media, accumulating billions of views and shares. It’s even developed into a TikTok trend: DreamCore.

Using this format, we would create our own series of videos for The National Lottery, allowing our viewers to dream they’re a winner and imagine ways to spend their winnings.

Aim: Get people to see gifting as a normal behaviour

Idea two - Tag your friends

Platforms: Instagram, Facebook

Tag yourselves — one of the most selfish meme formats on social media!

We’ll flip this format and ask users to imagine they’ve won the Lotto and choose gifts for their friends by tagging them instead.

We would use the tagging trend in fun ways — by asking users to tag the first three people in the automated drop down list which appears after typing ‘@’, and also by choosing one gift for themselves and two more for a couple of friends in a ‘snog, marry, kill’ vibe.

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