Camelot 'bag of smiles' by Abbott Mead Vickers BBDO

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Abbott Mead Vickers BBDO has developed a campaign called "The big win" to promote the Camelot National Lottery. "Bag of smiles" is a playful animated film which illustrates the happiness that winning a life-changing amount of money can bring. The ad opens on the star of the ad, Milo, being woken up by a bag landing unexpectedly on his bed. He opens the bag and finds it full of smiles -- a metaphor for a lottery win. He tries one of the smiles on and immediately feels fantastic. Milo then shares the smiles out among his delighted family and friends. The ad closes with an animated collection of lottery balls that fall into frame to pose the question: "what have you won?"

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Released: 04 April 2006

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Credits

Project name
Bag of smiles
Client
Howard Groves, director, game development
Brief
To make lottery players feel better about being lottery players
Creative agency
AMV BBDO
Copywriter
Peter Souter, Phil Cockrell
Art director
Graham Storey
Account handling
Deborah Kerr, Richard Arscott
Planner
Ashley Alsup
Media agency
Media Planning Group
Media planner
Marie Oldham, Liz Donaldson
Media spend
£2.5m
Production company
Studio AKA
Director
Marc Craste
Exposure
National Television

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