Camelot 'migrate' by Abbott Mead Vickers BBDO

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AMV BBDO has produced the second brand film in Camelot's new campaign for the National Lottery.  Entitled "Migrate" the 60-second TV ad aims to make players feel good about The National Lottery by dramatising the possibilities created by a National Lottery win. The ad opens on what appears to be a flock of birds flying over a suburban community.  As the viewer follow the flock's journey, it becomes clear it is comprised not of birds, but of bricks.  The bricks behave like birds and continue their journey over fields and mountains to increasingly bright idyllic locations, until they finally reach an idyllic spot in the sunshine by the sea, to begin building a new house.  The ad then cuts back to a gap where a typical English terrace house has gone missing. Just as "Bag of Smiles" the first ad in the Camelot's new campaign asked players the question "What if you won?"  "Migrate" closes with the line "Where would you go?"

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Released: 27 April 2006

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Credits

Project name
Migrate 
Client
Howard Groves, director, Game Development
Brief
To engage players with the core promise of the lottery by engaging their imaginations
Creative agency
AMV BBDO 
Copywriter
Ian Heartfield
Art director
Matt Doman 
Planner
Ashley Alsup 
Producer
Yvonne Chalkley
Media agency
MPG (planning) and OMD (buying)
Media planner
Marie Oldham, Liz Donaldson
Media spend
£2million
Production company
Kleinman Productions
Producer
Johnnie Frankel
Director
Danny Kleinman 
Editor
Steve Gandolfi, Cut and Run
Post-production
William Barnett - Framestore
Audio post-production
Johnnie Burns and Jack Sedgwick, Wave
Exposure 
National television; cinema

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