The creative reminded people that every National Lottery ticket and scratch card helped to fund Team GB’s quest for gold in Rio. The execution depicted National Lottery tickets and scratch cards travelling the length and breadth of the UK, skirting National Lottery-funded sites, and passing over ordinary people canoeing, cycling and boxing, transforming them into Olympic athletes. The advert ended at the White Cliffs of Dover, with Team GB athletes standing shoulder-to-shoulder with members of the Great British public. The line “I Am Team GB” featured in all communications, to emphasise that everyone who played The National Lottery became a part of Team GB, thanks to their vital contribution to the team’s efforts.

The execution combined a charismatic illustrative style with 3D character animation and beautifully lit landscapes, inspired by Norman Wilkinson’s paintings. For us, it was important that it not only captured the core message of the campaign but that it also gave a great example of two original tonal references working in synthesis - epic scale with human warmth. This distinctive style gave The National Lottery particular standout at a time when several brands were laying claim to Team GB through athlete sponsorship deals.