Allwyn, the operator of the National Lottery, has launched a new campaign to spotlight the power of hope and optimism in uniting the UK this summer.
Developed in-house, the campaign will see a series of supersized ‘crossed fingers’, reflecting the National Lottery’s logo, unveiled across the nation over the coming weeks.
“We’re on a mission to bring the magic back to The National Lottery and this is just one step in our long-term transformation programme,” said Gillian Taylor, communications director at Allwyn.
“The National Lottery changes lives every day. It’s not just the person with the lucky numbers that benefits, it’s also the good causes who receive funding, and the shopkeeper who sells the winning ticket. It all starts with hope.
She added: “Not only does our Fingers Crossed campaign act as a reminder to players of the real-world impact they contribute towards, it brings a renewed sense of optimism and inspires you to believe it could be you.”
The installations have been suspended above landmarks that have benefitted from lottery funding, including the Natural History Museum, Old Royal Naval College, the O2 Arena and Wembley Stadium.
https://www.marketing-beat.co.uk/2025/07/25/national-lottery-allwyn-2/#:~:text=Developed%20in%2Dhouse%2C%20the%20campaign,nation%20over%20the%20coming%20weeks.