The campaign, created by digital agency greenroom@momentum, aims to raise awareness of the £23bn raised by Lottery players for good causes since the Lottery began in 1994.
As part of its 15th anniversary celebrations, the National Lottery has launched a competition called , which invites the British public to submit their ideas for a viral video to celebrate what Lottery funding means to them. Anyone over the age of 16 can enter.
The top five ideas will be shortlisted by a judging panel of eight industry professionals including Anna Butler, head of marketing at Icon Films, Scott Button, CEO of Viral Video Chart and Gail Egan, executive producer at Potboiler.
The creator of the winning viral idea, voted for by the public, will be rewarded by having their film produced and directed by film director Nick Hamm (director of 'Godsend' and 'The Hole') and distributed across the internet.
The competition is being advertised by a viral video starring comic and DJ Danny Wallace. Titled 'How Not To Make A Viral', the video features Wallace's friend 'Dan' and shows some of the "terrible" viral videos he has produced.
One of Dan's virals is an imitation video of Matt Harding's 'Where the Hell is Matt?', which features him dancing in dozens of different locations across the world.
Dan's attempt features him dancing Matt's same jig in front of a brick wall in London in different costumes. He also attempts to emulate 'Keyboard Cat' with his own unhappy cat.
Lisa Quinn, director of the National Lottery promotions unit, said "We want to highlight the difference the Lottery has made to the lives of millions of people and thousands of projects over the past 15 years and this campaign gives us a great opportunity to do that."
Greenroom@momentum's online activity is part of a five month digital campaign raising awareness about Lottery funding for good causes.
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