Net Gain: Winning the Lottery Changes a Hardworking Fisherman’s Life

adam&eveDDB baits the hook in U.K. campaign

A surprise awaits after a long trip at sea. National Lottery / adam&eveDDB

You could toil as a commercial fisherman, separated from your family for weeks at a time on the fierce, frigid, sea—or play the lottery.

Guess which option yields more significant gains in the latest campaign from Camelot UK Lotteries.

This weekend, the group launches a TV, online and social push that introduces the theme-line “Amazing Starts Here.” The two-minute film below, shot in scenic Macduff, Scotland, by director Mark Molloy, features a young husband who returns home after an exhausting stretch of trawling to discover that his wife reeled in a catch of her own:

Yeah, that dude’s ship really came in.

Developed by adam&eveDDB in London, the work will highlight what can happen for winners of prizes of all sizes, as well as the causes lottery revenue supports, such as charities, museums and community projects.

“The strategic review we carried out last year showed that we need to make the National Lottery more relevant to both players and the wider public,” says client head of brand Hayley Stringfellow.

Toward that end, adam&eveDDB strove “to build a new emotional relationship with our audience” by showing people at the very moment they realize they’ve won, adds agency managing partner Sam LeCoeur.

This particular fish story provides a cinematically sweet take on a universal working-class fantasy—without going too far overboard. (She didn’t buy a castle or a fleet of yachts, after all.)

Though of course, it’s kind of a whopper.


Client: Camelot
Brand: The National Lottery
Project Name: Fisherman
Client: Hayley Stringfellow, Head of Brand Marketing
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Deputy Executive Creative Director: Antony Nelson
Copywriter:  Andy McAnaney
Art director: Christian Sewell
Agency producer: Sian Parker
Planner: David Golding, Chief Strategy Officer, Hannah MacKenzie, Planning Director, Thomas Keane, Planning Director
Managing Partner: Sam LeCoeur
Business Director: Sarah Kay
Account Director: Loella Bowles
Account Manager: Ashley Lewis
Account Executive: Frankie Cuffaro

Media agency: Vizeum

Production company: Smuggler
Executive Producer: Fergus Brown
Producer: Nick Sutherland Dodd
Director: Mark Molloy
D.O.P: Steve Annis

Editing Company: The Quarry
Editor: Paul Watts

Post Production: MPC
Post Producer: Amy Richardson
VFX Shoot Attend: Timo Huber
VFX Lead: Dan Sanders
3D Artist: N/A
Colorist: Tom Poole @ Company 3
Illustrator: N/A

Music Supervisor: Toby Williams and Codie Childs at Leland Music

Audio Post Production: Sam Ashwell @ 750mph

Soundtrack name and composer: Luca D’Alberto, “Her Dreams (re-work)”

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.