The National Lottery – Human Truths

National Lottery operator, Camelot, first worked with Kindling in 2021.

Camelot (now Allwyn) wanted their National Lottery communications to connect with people on a more emotional level –  to give their creative agency a different perspective.

To achieve this, the team needed to try something different – to give their creative agency a different perspective – to go back to basics and understand what gives people joy, to connect more deeply with people’s lives, hopes and dreams. Which is why they came to us. We lead the way in helping clients develop more human, emotionally compelling strategy and communications.

The results speak for themselves.

Advertising awareness increased year on year, and brand metrics improved. The National Lottery saw the highest Lotto event draw sales for the special jackpots on Christmas Eve and New Year’s Eve since 2016, and reached a peak in terms of the number of people playing, with improvements year on year.

And to top it all off, the fantastic insight team at The National Lottery nominated Kindling for the 2023 AURA Insight award for Individual Impact – Agency. Which we won!

Here’s one of the ads that’s been developed by adam&eveDDB as a direct consequence of some of the research:


We have created some amazing, award-winning campaigns over the last couple of years with great business results, but we wouldn’t have got there without the support of our Insight team and insight agency, Kindling. Together, we spoke with players with the ambition to identify a real human truth that would become our North Star. This powerful human truth became the central thought for our marketing strategy and helped us create inspiring briefs for our business teams and agencies. Kindling kept us honest and focused throughout the creative development process and helped us develop great ideas into amazing campaigns that we are so so proud of..

Anna McInally, Camelot’s Head of Marketing Communications and Creative

Jon is a brilliant research partner who uses his expertise to, not only listen to real people, but to listen and build on what’s really needed for each individual project. He cares about the output and is always keen to see the final output too, which is actually really uncommon. He’s a genuinely trusted partner to the adam&eveDDB Planning team working on The National Lottery.

Roisin Mulroney, adam&eveDDB’s planning director


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