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The brief was to demonstrate how National Lottery players had made a unique contribution to Great Britain’s athletes and London 2012, and was part of the ‘National Lottery – Life Changing’ TV ad created by AMV. With the multi channel campaign and print ads we wanted to help promote even greater public awareness and understanding of how UK athletes were benefiting from National Lottery funding.

Running across TV, press, PR, social and digital – as well as in 30,000 National Lottery retail outlets – the campaign showcased the impact that National Lottery funding has had on Great Britain’s athletes and London 2012. The retail and press adverts showed a selection of Olympic and Paralympic athletes, all of which thanked National Lottery players with a unique story as to how National Lottery funding has helped them individually.

Photography by Seamus Ryan.