Without the funds from lottery ticket sales, TeamGB simply wouldn’t be where they are today. But a subdued Olympics season threatened to overshadow this big public moment. My brief - Thank the team behind Team GB: all 5 million players of the National Lottery. The creative idea - there is an easier way to support Team GB - just play.

I also co-led The National Lottery’s long-term brand planning, co-authored annual marketing plans, ran pro-active strategy sessions including creative provocations, and developed a new vision for CX, with ideas to improve the play experience. My research into the lack of thrill and sense of chance resulted in a brief which has become this year's Christmas cinema spot, where the peril of a lost ticket puts the butterflies back into playing…