15 Oscar-winning films, 20 species being saved from extinction and 8,000 sports centres funded are some of the ‘magic numbers’ brought to life in adam&eveDDB’s new campaign for Camelot to mark the 25th anniversary of The National Lottery – which has raised over £40 billion for Good Causes across the UK over that period.
Set to a remix of the classic track ‘Three Is A Magic Number’ and featuring a cast of hundreds, ‘The Magic Number’ is a 90-second film directed by Michael Gracey – director of The Greatest Showman.
The ad opens with a lone singer on an empty stage. It then showcases more than 200 Good Causes and people who have benefitted from The National Lottery, from a disabled singing troupe through to veterans, putting the focus firmly on what The National Lottery has achieved since the first draw on 19th November 1994.
As more numbers are revealed, the ad features Team GB Olympians and Paralympians, fronted by Gold Medal-winning Nicola Adams, rising artist Eva Lazarus, and the up and coming director Florence Keith-Roach.
I was Casting Producer on this project.