A Christmas Love Story

For Christmas 2022, The National Lottery asked people in the UK, who were desperate for a lift after two years of lockdown and a cost of living crisis on the horizon, to ‘just imagine’. The campaign was grounded in a story of hope and possibility: a classic tale of boy meets girl, brought together with a winning ticket, set to an arrangement of Faith. What started off as a tricky brief – a Christmas ad that had to take place in the real world and couldn't feature any magic – ended up as a story that touched on themes that we all encounter in real life: luck, love, and serendipity.