ITN Productions Shoots Life Changing Stories from The National Lottery
Launched on Monday 3 August 2015, 10 projects which have received National Lottery funding will be showcased in a series of highly-targeted national and regional adverts, exclusively broadcast on ITV and tailored to fit with relevant programming. A second partnership with Global – launching on the same day – will also see National Lottery projects celebrated on a super-local level across Heart’s 22 stations and Capital’s 10 regional stations.
The deal is the first of its kind for Camelot, who worked closely with the National Lottery Promotions Unit to bring the partnerships to life. The new collaboration allowed commercial producer ITN Productions to hand select the projects featured in the ads, ensuring that the campaign would play out alongside ITV programming genres that complement the individual projects being celebrated in each execution. ITN Productions produced all campaign films in-house, ensuring synergy with ITV’s ongoing programme output, to gain greater cut through with viewers.
The stories will fit into ITV themes covering drama, youth, factual, entertainment and sport and launch with a bespoke 90” spot on 3 August, under ITV’s ‘Proud to Present’ banner, using ITV’s regional infrastructure so that each story can be localised for 11 different regions. Full-length 90 second versions of each film will also be available on ITV Player.
Category: Gambling , Sports and leisure
Genre: Activation , Idents