AMV BBDO created its biggest fully integrated campaign to date for The National Lottery’s instant play brand ‘GameStore’ which broke on 15 February. The digitally-led campaign is running across online film, social media, out of home and retail.

In life there are plenty of situations when it seems like there’s no chance of success, so GameStore Scratchcards and Instant Win Games offer a better, 1 in 4 chance instead. AMV brings this idea to life by juxtaposing humorous scenarios where people clearly have no chance of success with the 1 in 4 chance you get with GameStore.

The six different tongue-in-cheek online mini-films all follow the same construct. First we see someone in a situation where they have ‘no chance’ and then we resolve the ‘1 in 4 chance’ title over a clip of that character playing a GameStore game.

The six moments of ‘No Chance’ are: a ‘chugger’ collecting money for ‘Bankers in Need’; a farmer trying to chat up a couple of ladies while his hand is inside a cow; a woman putting up posters of her missing cat right next to a busy A-road; an I.T. worker promising to be “right up”; a dog too lazy to help his owner who is stuck down a well; and an immature employee who struggles with a fit of the giggles during an important meeting.

The out of home creative follows a similar pattern by pairing a ‘no chance’ visual – such as a scruffy-looking dog at a prestigious dog show, or a woman with all 13 of her cats featured in her online dating profile picture – with a GameStore product and odds of 1 in 4. In addition, social media will be used to jump on real life moments of ‘No Chance’ and join the fun with a hashtag: #BetterChances

Work in this campaign