How Does the Lottery Help Olympians? This Colorful Animated Campaign Explains

Art & Graft's Stunning Ads for U.K. Contest Are Influenced by Artist Norman Wilkinson

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The U.K.'s National Lottery, together with broadcaster ITV, shows how lottery money has helped so send British Olympians to Rio in a new campaign featuring some well-crafted animation.

The launch ad, seen here, created by London-based design studio Art & Graft, focuses on a "flock" of lottery tickets as they fly to each corner of the U.K., from the shores of Loch Lomond to the Angel of the North and Giants Causeway, magically transforming the equipment and kit of the heroic training athletes they encounter.

Following the Olympic Games in Rio, Camelot and ITV are co-hosting a homecoming celebration with a range of free sporting events across the nation and another ad, with the message "I Am Team GB," urges people to get involved on August 27.

According to Art & Graft creative director Mike Moloney, the animation is influenced by the paintings of British artist Norman Wilkinson and "his beautiful representations of British landscapes and sense of four seasons in one day. "

"We sought to incorporate stunning lighting and a warm colour palette into the design of the environments," said Moloney in a statement. "We wanted the tickets to feel magical and mischievous as they spring to life in the morning sunlight then, once they join together in a flock, to feel graceful and elegant as they sweep through the air and transform our Team GB athletes."

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About

Credits
Date
Jul 27, 2016
Agency:
Art & Graft
Client:
The National Lottery / ITV
Creative Director:
Mike Moloney
Head of Animation:
Clement Bolla
Head of 3D:
Martin Salfity
Art Director:
Stephen Middleton
Producer:
Tom Bromwich
Illustration:
Coline Bigelow
Illustration:
Clement Bolla
Illustration:
Stephen Middleton
Illustration:
Guitty Mojabi
Illustration:
Jim Wheeler
Character Animation:
Clement Bolla
Character Animation:
Ricardo David
Character Animation:
Ellie Dupont
Character Animation:
Sunil Kumar
Character Animation:
Florian Mounie
Character Animation:
Vincent Techer
Animation:
Clement Bolla
Animation:
Nicolas Canticus
Animation:
Joe Maker
Animation:
Stephen Middleton
Animation:
Sam Munnings
Animation:
Martin Salfity
Animation:
Jill Wheeler
Artworker:
Stephen Everett
Music:
Nothing But Love
Music Artist:
James
Music Company:
BMG Rights Management
Sound Design:
Grand Central Studios
Company:
ITN Productions
Executive Producer:
Jemma Cassey
Campaign Producer:
Jennifer Collins
Company:
ITV
Executive Creative Director:
Tony Pipes
Creative Director:
Anton Ezer
Campaign Manager:
Heena Jivan
Marketing Manager:
Natasha Reddy

See more credits

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