Camelot helps Team GB to glory at the 2021 Olympics

The National Lottery plays a unique role in the Olympic and Paralympic Games, by funding Team GB and ParalympicsGB athletes and setting them up for glory. As operator of The National Lottery, Camelot wanted National Lottery players to understand that playing The National Lottery meant that they had personally contributed to the amazing feats playing out on the world stage.  

We devised a data-led, multimedia campaign, with Out of Home (OOH) at its heart, to showcase The National Lottery’s connection to the Tokyo games and to celebrate the biggest moments as they happened, elevating them to iconic status.  

The campaign delivered against its primary objective of making people feel proud to play The National Lottery by driving awareness and understanding that, by playing, they fund Team GB and ParalympicsGB athletes.