The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Cinema Advertising
Annual ID
OS23_FI114M
About the Work
Every year, as Christmas approaches, the British people - renowned for their grumpiness - wrap themselves up and get ready to quietly rage against the bitterness of winter with the helpful warmth of romance. It stems from an old movie; Love Actually. A film that showed the English that it’s ok, even romantic, to make a fool of yourself in the name of love.
When The National Lottery came to us, they were launching their first ever Christmas Campaign in the UK, and they wanted an emotional Christmas story that didn’t feature any fairytale characters, showed no influence of magic at all, and explicitly did not feature or speak to children. So how do you tell a Christmas story, in a world without all of the hallmarks of Christmas?
We knew that winning the lottery made people feel like the luckiest person on earth. But it was the realisation that finding ‘the one’ made you feel just as lucky, that led us to our story. One of a young couple, brought together in love by a winning lottery ticket. And in a year where the world was clambering to its feet again, we knew that a story full of hope and possibility, set to an arrangement of ‘Faith’ by George Micheal, was one that would give people the lift they needed.
Some people describe the search for love as a minefield. But we thought of love as a lottery. Yes, the odds might seem slim, but if you don’t buy in, you can’t win. And when you win, you win big.
When The National Lottery came to us, they were launching their first ever Christmas Campaign in the UK, and they wanted an emotional Christmas story that didn’t feature any fairytale characters, showed no influence of magic at all, and explicitly did not feature or speak to children. So how do you tell a Christmas story, in a world without all of the hallmarks of Christmas?
We knew that winning the lottery made people feel like the luckiest person on earth. But it was the realisation that finding ‘the one’ made you feel just as lucky, that led us to our story. One of a young couple, brought together in love by a winning lottery ticket. And in a year where the world was clambering to its feet again, we knew that a story full of hope and possibility, set to an arrangement of ‘Faith’ by George Micheal, was one that would give people the lift they needed.
Some people describe the search for love as a minefield. But we thought of love as a lottery. Yes, the odds might seem slim, but if you don’t buy in, you can’t win. And when you win, you win big.
2023 Awards
Total Points: 3
Merit
Credits
Agency
adam&eveDDB / London
Production Company
Smuggler / London
Music / Sound Production Company
750mph / London
Siren / London
Post Production Company
Framestore / London
The Whitehouse / London
Chief Creative Officer
Richard Brim
Cinematographer
Steve Annic
Director
Tom Hooper
Editor
Russel Icke
Executive Producer
Fergus Brown
Producer
Nick Sutherland-Dodd
Creative
Forrest Clancy
Jay Parekh
CASTING
Beast Casting / London
Group Executive Creative Director
Ben Tollett
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