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The Wild, Jungle Creations’ creative agency, has partnered with National Lottery operator Camelot to create its first advert ‘Dreams’ for The National Lottery, as part of a campaign that highlights the thousands of local football projects that have been supported by Good Causes funding across the UK.  

Through this campaign, The Wild and Camelot are aiming to inspire people to play The National Lottery by educating them on the positive impact that Good Causes funding has on local communities. First launching with this advert, it will be followed by two mini documentaries that will tell the story of some of the talented beneficiaries including a 92-year-old footballer and a woman called Sophie, who is a member of Street Football Wales, a social inclusion charity that exists to improve the lives and opportunities for socially excluded people in Wales using street football.

Following previous work with The National Lottery Promotions Unit (NLPU), The Wild this time worked with Camelot on an advert to bring to life some of the incredible projects supported by the, on average, £30 million raised each week for Good Causes across the UK.  A total of over £40 billion has now been raised by The National Lottery since 1994. The latest advert from The Wild will be distributed across social platforms and pre-roll on Quantcast and YouTube. All media has been planned and implemented by Vizeum UK and will be supported by a wider campaign which will also run on radio and in selected podcasts. 

Head of Creative at The Wild, Molly Tappin said: “There’s nothing better than telling a real story. One that actually matters. So when Camelot asked us to create a campaign to thank people who play The National Lottery for supporting local football projects and helping everyday people’s dreams come true, it was a no brainer. So many great football stories, so many dreams realised. To make the commercial, we’ve been all over the country meeting an array of incredible people and learning about the projects they treasure – as well as telling their individual tales in a series of documentaries. Keep your eyes peeled for 92 year old goalkeeper, Joe. He’s my new hero.”

Hayley Stringfellow, Head of Brand Marketing at Camelot commented: “Players of National Lottery games raise around £30 million for Good Causes every single week. We have thousands of stories to tell about the amazing things that are happening thanks to National Lottery funding, and it’s great to shine a spotlight on the funding of local football projects and the positive impact it has on individuals and communities.”