Set For Life: Lucky days

Client: Set for Life - The National Lottery

Set For Life was struggling to stand out—flat sales, low brand metrics, and a confusing proposition. To reignite the brand, we transformed it from a game into an entertainment experience. Lucky Days, a bold, culturally driven content series launched with Channel 4, made the dream of £10K a month for 30 years feel real, joyful, and relevant. Comedy talent, social-first storytelling, and viral amplification via LadBible turned passive audiences into engaged fans. The result? +5% sales in a declining market, soaring consideration, and 24 years’ worth of content watched. Set For Life became unmissable—and exciting again.