Camelot '100 millionaires' by AMV BBDO

Running across TV, outdoor, press, PR, social and digital, the campaign is a light-hearted take on the excitement that is mounting around the Olympics.

Bernard Hill, the voiceover artist, was chosen to add a sense of gravitas to the film and the music was composed by John Altman and recorded with a string orchestra.

The spot was written by Richard McGrann, art directed by Andy Clough and directed by Peter Cattaneo through Academy. Outdoor, press, in-store and digital executions were created by Camelot’s own creative services team. Media was handled by MPG Media Contacts. Post-production was by The Mill.