We wanted to surprise and engage people with the interesting choices of place where people could play or win with the new National Lottery Mobile App. In essence we wanted to create ‘the Angelus with a twist’. We felt this one line really summed up the beautifully observed style we were trying to achieve with the pieces. As a result we opted for places which reflected the surprisingly number of locations where someone could be a winner. The through-the-line campaign required 15 second television stings as well as a number of clever digital responses. The TV spots and digital responses were directed by Robin Murray from the outstanding Nomos, and featured the excellent comedic timing of the extremely talented Bryan Quinn. The entire production was a joy from start to finish and brought out the best from everyone involved. We played. We won.