Camelot wanted to showcase the funding they’ve given to Team GB athletes by congratulating athletes when they won gold, as well as displaying the running total of the Team GB medal tally during the Olympic and Paralympic games.

The National Lottery is the largest funder of great Britain’s athletes, supporting over 1,300 athletes across 40 Olympic and Paralympic sports. Therefore the “I am Team GB” integrated campaign celebrates the role the nation plays in Team GB’s success through the support they give
elite athletes by playing the national lottery.

The dynamic campaign ran during the am commuter slot each day to keep commuters informed with the latest medal wins of the previous day and night during the Olympics and will continue during the Paralympics.

Notable and unexpected medal winners were ‘hero-ed’ each day and during days with no new medal wins – the copy referenced Team GB’s overall medal tally.

“This campaign highlights the unique role that the National Lottery plays in supporting the UK’s elite athletes, with no-one having contributed more to elite sport in the UK than National Lottery players,” remarked Arabella Gilchrist, head of brand for the National Lottery.