Allwyn UK will launch its biggest campaign to date, bringing the entire National Lottery portfolio together under a single Christmas brand platform for the first time.
Scheduled to debut on Saturday 7 November, ‘This Christmas It Could Be You’ will run for 10 weeks through to early January. The campaign will be promoted across television, outdoor, cinema, digital and retail, alongside creator partnerships with the LadBible.
The campaign is Allwyn’s first overarching festive theme since becoming steward of the National Lottery in 2024.
The theme builds on the return of the original ‘It Could Be You’ slogan last year, placing belief, optimism and the possibility of a life-changing win at the centre of its Christmas messaging.
Steve Parkinson, Marketing and Brand Director at Allwyn, said: “‘This Christmas It Could Be You’ is our biggest-ever campaign to date and the first to bring the entire National Lottery portfolio together under a single Christmas platform.
“Building on the successful return of the original ‘It Could Be You’ last year, the campaign taps into the magic, optimism and possibility that make Christmas such a special time of year.”
Creative agency VCCP developed the campaign alongside Studio 59, Allwyn’s in-house agency team, with Hearts United responsible for media strategy and buying.
Directed by Tim McNaughton through Arts & Sciences, in collaboration with VCCP’s global content creation studio, the film follows the animal as it watches a robin take flight and attempts to do the same.
National Lottery Ambassador-in-Chief Claudia Winkleman provides the closing voiceover: “Amazing Things Happen When You Believe. This Christmas It Could Be You.”
Further Christmas coverage will see Winkleman front the campaign’s Good Causes storytelling, fronting two new ‘Because Of You’ films produced by The Gate.
The films will introduce audiences to people behind National Lottery-funded projects across the UK, sharing stories of community, creativity and opportunity. Their purpose is to demonstrate the connection between tickets purchased by players and the funding supporting projects nationwide.
For Allwyn, that connection forms a central part of the campaign, placing the prospect of individual winners alongside the wider benefits generated by National Lottery participation.
“At its heart, The National Lottery is all about belief. It’s that moment when you ask yourself, ‘What if?’” Parkinson said.
“Whether that’s imagining how a win could change your life, or seeing the extraordinary impact National Lottery funding has on communities across the UK.”
The wider programme will extend into more than 40,000 National Lottery retail outlets through festive displays, point-of-sale materials and in-store media.
Parkinson added: “Every ticket played goes towards helping generate more than £33m for Good Causes each week, while also creating life-changing winners. This campaign celebrates those moments of possibility and reminds players that, this Christmas, it really could be you.”
