adam&eveDDB has launched its latest campaign for National Lottery operator Camelot. Featuring National Lottery-funded project Haircuts4Homeless, the ad breaks on 10 November.
As the second instalment of Camelot’s new ‘Amazing Starts Here’ brand platform – which aims to firmly establish playing The National Lottery as something everyone in the country can feel great about – the new campaign focuses on the amazing good cause projects funded by The National Lottery and its players.
The 60-second TV spot, which breaks on 10 November during X Factor, heroes National Lottery Good Cause project Haircuts4Homeless. In the film, homeless people are shown attending a Haircuts4Homeless session.
The Haircuts4Homeless community group was set up in 2014 by veteran hairdresser Stewart Roberts in his quest to build a community of skilled hairdressers who volunteer their time to cut the hair of homeless people.
“The funding from The National Lottery has been incredible, allowing me to expand Haircuts4Homeless to different cities, and recruit and equip volunteers,” said Stewart. “The transformation we see in people, just by giving them a haircut, is so important. It really lifts their self-worth.”
The charity now has around 300 volunteers working across 45 locations in the UK, who provide homeless people with so much more than a haircut.
“A lot of homeless people feel invisible and being able to give them our time is priceless,” added Stewart. “National Lottery players and the funds they raise by playing have made a massive difference to our project, and have transformed thousands of lives as a result.”
“A haircut can have a great effect on someone, giving them a real boost. There is something very personal about cutting someone’s hair that can be both relaxing and therapeutic, and it is something that many homeless people rarely get to experience. It may be ‘just a haircut’, but it’s the kindness shown by others that ensures that homeless people know that people really care.”
As well as the TV ad, radio, social and press partnerships will highlight even more Good Causes stories, which have only been made possible thanks to National Lottery players, in the run-up to Christmas.
Hayley Stringfellow, Camelot’s Head of Brand Marketing, commented: “What Stewart has achieved with the help of National Lottery funding is absolutely incredible and we’re proud to bring to life the fantastic work that Haircuts4Homeless does, as one outstanding example of the hundreds of National Lottery projects that are funded in every single one of our local communities.
“In all, The National Lottery and its players raise around £30 million a week for Good Causes, funding the amazing work of beneficiaries up and down the country, including grass roots sports, charities that help children, services for the elderly, the upkeep of community spaces and iconic buildings, funding for museums and archaeological digs, and even the British film industry.
“To date, The National Lottery has funded a massive 535,000 projects – which equates to approximately 190 National Lottery grants in each UK postcode district. Every community has benefited.
“And all that amazing work starts with National Lottery players. It all starts with buying a ticket.”
Credits
Client: Camelot
Brand: The National Lottery
Project name: Haircuts4Homeless
Client: Hayley Stringfellow, Head of Brand Marketing, Arabella Gilchrist, Head of One National Lottery Partnerships & Content Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Copywriter: Andy McAnaney
Art director: Christian Sewell
Agency producer: Rosie Grayson
Planner: David Golding, Chief Strategy Officer, Hannah MacKenzie, Planning Director
Managing Partner: Sam LeCoeur
Business Director: Sarah Kay
Account Director: Loella Collier
Account Manager: Ashley Lewis
Account Executive: Frankie Cuffaro
Media agency: Vizeum
Production company: Pulse
Executive Producer: Lucy Kelly
Producer: John Bannister
Director: Nicolas Jack-Davies
D.O.P: Jonas Mortensen
Editing Company: TenThree
Editor: Billy Mead
Post Production: MPC
Post Producer: Tamara Mennell
Colourist: Richard Fearon
Music Supervisor: Sync Licensing
Audio Post Production: 750
Soundtrack name and composer: ‘Something For Nothing’ Tom Hickox
About Camelot and The National Lottery
Camelot UK Lotteries Limited is the licensed operator of The National Lottery® and is committed to raising money for National Lottery Good Causes designated by Parliament. Camelot is not responsible for distributing or awarding these funds.
On average, Camelot generates around £30 million each week for National Lottery-funded projects. In total, £38 billion has now been raised and more than 535,000 individual grants have been made across the UK – the equivalent of around 190 lottery grants in every UK postcode district.
The National Lottery has so far awarded over £67 billion in prizes and created more than 5,000 millionaires or multi-millionaires since its launch in 1994. Camelot runs one of the most cost-efficient major lotteries in Europe, with around 4% of total revenue spent on operating costs.
The UK National Lottery is ranked just 65th in the world in terms of per capita spend, despite being the sixth largest lottery in the world by sales – underlining Camelot’s strategy to encourage lots of people to play but to only spend relatively small amounts (Source: La Fleur’s 2018 World Lottery Almanac).
