Folk VML has launched “You’ll See the Signs,” a campaign for the Irish National Lottery that imagines the humorous clues people might notice if the revised Lotto creates more winners and millionaires. The creative moves beyond the moment of a win and looks for small signs of new wealth in everyday Irish life.
The campaign includes distinct “Handbag” and “Passport” commercials and is running nationally across television, audiovisual, outdoor, radio and social channels. Starcom handled media planning and buying.
Handbag
Passport
The work supports the biggest changes to Lotto in eight years. The number pool fell from 47 balls to 45, jackpot odds improved from 1 in 10.7 million to 1 in 8.1 million, the Lotto Plus 2 top prize rose from €250,000 to €1 million, and a Monday draw joined the Wednesday and Saturday schedule. The first draw under the revised format took place Sept. 5, followed by the first Monday draw Sept. 7.