Leo McCrea

Allwyn, the operator of the National Lottery, approached us with a brief to spotlight the real-world impact of National Lottery funding and the projects changing lives across the UK. To launch their partnership with Ambassador in Chief Claudia Winkleman, we developed a series of social films under the core campaign line Because of You. Each episode paired Claudia with a real Lottery player, demonstrating how their ticket directly supports Good Causes within their local community. Fronted by Claudia, whose warmth, wit and authenticity bring the stories to life, the campaign delivers these messages in an engaging and genuinely human way. For our entry, we have submitted the main 60s trailer which shows the true breadth of the campaign overall and the first Good Cause episode that went live called 'Bloom'.

When it came to director choice for this campaign, Leo McCrea was the perfect fit due to his wealth of experience working across branded TV and commercials, directing celebrity talent but also the comedic tone he brings to projects. His work is warm but emotive, he can take slightly heavier stories and make them more uplifting / light-hearted which lent itself well to the tone of the creative which was documentary-first, authentic, funny, heartfelt and grounded in real stories