Entered by Allywn UK

This was a story 27 years in the making and 8 weeks in the execution. Since The National Lottery (TNL) started funding Olympians and Paralympians in 1997 the impact has been transformative. No single intervention in history has done more to change a nation’s sporting fortune. Yet not enough people knew that they were the hidden heroes of this story. Every time they play TNL they play their part in this success. What was required was a campaign that went beyond the conventional and ensured TNL’s players were at the heart of Great Britain’s story. The outcome wove TNL’s players through Paris 2024 in a manner no other brand has nor could achieve, step-changed loyalty and retention of current players and drove consideration amongst a new generation of customers – ultimately driving returns to Good Causes to fuel tomorrow’s Olympians and Paralympians.