The National Lottery Good Causes
This year the National Lottery Good Causes celebrates 20 years of funding at least 430,000 life-changing projects across the UK. That's well over £32 billion invested during that time. To mark this fantastic milestone we were appointed to create a visually rich and story-led campaign. More+
Developed in collaboration with photographer Christian Sinibaldi it was imperative that the campaign image brought together the cacophony of amazing projects in one great space. An image where multiple stories are being told and you want to keep looking again and again and again.
During a 7 day shoot, over 55 different projects from across the UK were invited to take part at the photo studio. That included at least 160 people, 2 motorbikes, some VIPs, circus performers, the Cutty Sark, the Angel of the North and a donkey!
It was important that the final image looked like a single snapshot of an enormous scene. To make this happen, we co-ordinated and devised a narrative for all of the separate activities. Like a jigsaw, these activities could then be placed into the final image so as they appeared to be interacting with each other.
The campaign launches initially at 10 Downing Street, followed by subsequent launches around the regions and across the UK.