The National Lottery is marking an extraordinary milestone this cycle with the creation of 1,000 millionaires, a testament to its life-changing impact across Ireland. To celebrate, the brand has launched an Outdoor campaign that’s not just a reflection of past successes but a reminder to the public that “it really could be you” who becomes the next big winner.
The campaign is planned by Starcom and Source out of home and live across a range of impactful formats including classic and digital Golden Squares, 96 Sheets, Bus Shelters, and 48 Sheets. Vinyl-wrapped glass also decorate the entrances to Dundrum Town Centre and Cork’s Douglas Shopping Centre.
The campaign’s creative is designed to stop passersby in their tracks. Set against Lotto’s signature green backdrop, the copy features stars radiating from the central message, “Celebrating 1000 Lottery Millionaires…and counting.” The milestone figure “1000” and the phrase “…and counting” are emphasised in gold …