Challenge
The National Lottery wanted to move from being seen as just jackpots and luck to something that represents everyday possibility. Our job was to make it feel more human and emotional, reminding people it’s not just about winning but about hope and connection.
Idea
Dreams Waiting To Happen celebrated the small, real dreams people have every day. A cinematic film by Frédéric Planchon and photography by Alex Telfer brought those moments to life, giving new meaning to It Could Be You and helping Ireland dream again.