The Irish National Lottery is taking a transformative step in how it engages the nation, moving from a product first approach to a brand led strategy designed to put dreams back at the heart of its story.
Its new platform, Dreams Waiting To Happen, created by Folk VML, marks a major evolution, giving fresh meaning to the Lottery’s iconic line It Could Be You. More than a shift in messaging, it redefines National Lottery’s role: moving beyond games to ignite everyday hopes and extraordinary possibilities, inspiring Ireland to dream again.
The work debuts with a TVC directed by Frédéric Planchon, the filmmaker behind Cadbury’s celebrated Glass and a Half adverts. The film, a poignant story of a couple whose modest travel fund is transformed by a winning ticket, sets the emotional tone for the brand’s new direction: relatable and rooted in everyday dreams.
The campaign is extended through striking outdoor work by acclaimed photographer Alex Telfer, recently named Photographer of the Year at the International Photography Awards. Telfer’s portraits amplify the brand message across OOH, capturing the fragile and joyful nature of dreams big and small.
Anne Mulcahy, CMO of National Lottery, explained:
“This is about giving new meaning to It Could Be You. Not just jackpots, but the relatable dreams we all share. Moving to a masterbrand strategy creates a platform that will inspire the nation to dream again.”
Karl Waters, Chief Creative Officer at Folk VML, added:
“We all have dreams waiting to happen, and only National Lottery can make those dreams come true overnight. We have leaned into this and created a platform that feels authentic and genuine, work that makes people feel something. This strategic shift marks the start of a new stage of growth for National Lottery.”
Folk VML leads the creative, with Starcom driving media and Oliver Marketing delivering conversion. Dreams Waiting To Happen rolls out nationwide from September 21st, 2025 across TV, AV, OOH, digital and social, establishing a long term foundation for National Lottery’s brand storytelling.
The prestigious National Lottery win further strengthens Folk VML’s client portfolio, which includes Vodafone, Bank of Ireland, Lidl, Irish Life, EirGrid, Horse Racing Ireland and Brennans. The agency has built its reputation on advertising that not only captures attention but also turns it into lasting relevance and long-term growth for its clients.
Source: Folk VML
Irish National Lottery sets bold new brand direction with Folk VML added by newsroom on
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