From Dream to Meme with EuroMillions

Client: EuroMillions, The National Lottery

EuroMillions allure was fading—until we ditched tradition with a bold, social-first strategy, fuelling imagination. We hijacked a viral meme, unleashing surreal content, and a hit podcast to turn EuroMillions into a cultural icon. The result? Record-breaking sales, £41.9M raised for good causes, and a renewed sense of wonder around winning big.