The U.K.'s National Lottery, together with broadcaster ITV, shows how lottery money has helped so send British Olympians to Rio in a new campaign featuring some well-crafted animation.
The launch ad, seen here, created by London-based design studio Art & Graft, focuses on a "flock" of lottery tickets as they fly to each corner of the U.K., from the shores of Loch Lomond to the Angel of the North and Giants Causeway, magically transforming the equipment and kit of the heroic training athletes they encounter.
Following the Olympic Games in Rio, Camelot and ITV are co-hosting a homecoming celebration with a range of free sporting events across the nation and another ad, with the message "I Am Team GB," urges people to get involved on August 27.
According to Art & Graft creative director Mike Moloney, the animation is influenced by the paintings of British artist Norman Wilkinson and "his beautiful representations of British landscapes and sense of four seasons in one day. "
"We sought to incorporate stunning lighting and a warm colour palette into the design of the environments," said Moloney in a statement. "We wanted the tickets to feel magical and mischievous as they spring to life in the morning sunlight then, once they join together in a flock, to feel graceful and elegant as they sweep through the air and transform our Team GB athletes."