The Irish National Lottery has unveiled its new Christmas campaign. It is the next chapter of the brand’s long term platform Dreams Waiting to Happen created by Folk VML. It brings a warm, human story to screens at a time of year when generosity of spirit feels especially meaningful.
The campaign lands with a touching film called All Aboard. Directed by Zak Emerson, it follows a rural brass band and the quiet, gentle man who drives them to every rehearsal and performance, with an unexpected moment of joy transforming their Christmas. The story carries a sense of heart, kindness and grounded Irish warmth, showing how even the smallest dream can find its moment.
Anne Mulcahy, CMO of National Lottery, said “Christmas brings out generosity of spirit. It is a time when small gestures can carry real meaning.
With this campaign we wanted to capture that feeling and show how that generosity can ripple outwards. Every ticket holds a little bit of that magic and possibility.”
Karl Waters, Chief Creative Officer at Folk VML, said “The National Lottery have the ability to make dreams happen overnight. A syndicate winning at Christmas makes this even more magical. Syndicates exist in communities across Ireland, and if they win it’s a shared celebration with individual dreams coming true”.
Folk VML leads creative. Starcom manages media. Oliver Marketing drives conversion.
The campaign runs nationwide from November 17th across TV, AV, outdoor, radio and social.
Client: National Lottery
Chief Marketing Officer: Anne Mulcahy
Head of Brand: Maebh Gleeson
Marketing Controller: Susan O’Shea
Senior Brand Manager: Kate Mc Manus
Brand Manager: Stephen Cleary
Senior Media Manager: Deborah Tracey
Creative Agency: Folk VML
Managing Director: Enda Kelly Chief
Creative Officer: Karl Waters
Creative Director: Jonny Cullen
Copywriter: Stephen Kelly
Senior Art Director: Conor Swanton
Account Director: Luke Mulligan
Account Manager: Ciara Ní Dhonnacha
Head of Planning: Eimear Fitzmaurice
Planning Director: Kim Comiskey
Head of Production: Michael Cullen
Senior Producer: Eric Brindley
Media Agency: Starcom
Deputy Managing Director: Aisling O Sullivan
Client Director: Ruth Barry
Senior Client Manager: Megan LaSalle
Oliver:
Andy Mynes: Account Manager
Stephen Heffernan: Senior Designer
Elaine Meehan: Graphic Designer
Keith Flynn: Digital Designer
For media enquiries, please contact:
Ciara Ní Dhonnacha, Account Manager
