Ellie Goulding collaborates with People’s Postcode Lottery for a new campaign.
- The campaign features a cover of the 60s classic, What the World Needs Now.
- Shot in Orpington, the advert thanks lottery players for their support.
- The advert highlights the funding of charities through the lottery’s efforts.
- A strategic shift focuses on good causes rather than just winnings.
In a compelling collaboration, Ellie Goulding has partnered with People’s Postcode Lottery to create a new campaign that stands as both a musical and charitable tribute. The soundtrack to this initiative is Goulding’s cover of the iconic 60s hit, What the World Needs Now, which adds a poignant touch to the advertisement’s message and aims to leave a lasting impression across the nation.
Filmed on location in Orpington, the advertisement captures comedian Tom Allen delivering a heartfelt thank you to a lottery participant named ‘Sarah’. This setting and narrative were devised to express gratitude to the players whose contributions aid numerous charitable causes, showcasing the wider impact of their participation beyond the chance to win prizes.
Mark Harrison, the Head of Creative at People’s Postcode Lottery, shared his pride in the campaign, stating, “I am extremely proud of this campaign as it sets a new standard for us creatively and highlights what we do every day as a charity-focused lottery.” This statement underscores a significant creative and strategic shift for the lottery, which now emphasises the charity work supported by their operations over mere financial gains for the winners.
The creation of this campaign was inspired by a similar advertisement from the lottery’s Dutch counterpart, Nationale Postcode Loterij, and was developed in collaboration with the GOOD Agency and director J Marlow from Outsider. This team effort ensured that the ad would resonate powerfully on emotional and creative levels, with presentation across various media platforms, including television, online, and social media.
Airing during popular television shows like Taskmaster and The Voice, the campaign reaches a broad audience, further extending its impact through strategic digital and out-of-home advertising initiatives across key regions. This multifaceted approach not only aims to thank existing players but also to reinforce the organisation’s community and charitable contributions.
This campaign marks an important step in promoting charitable giving through innovative and engaging media strategies.