Seann Walsh, Olga Koch and Eddie Kadi Spotlight the Impact of Winning The National Lottery’s Set For Life Game

Hearts & Science and DRUM have developed a new partnership between Allwyn, the operator of The National Lottery, and Channel 4. The campaign centres on a mini-series running on YouTube, with support across Meta and TikTok, showcasing the transformative impact of winning The National Lottery’s Set For Life game. 

The campaign strategy was created by Hearts & Science in collaboration with DRUM, which led the creative ideation of the content, and consulted with Channel 4’s production and Allwyn’s brand teams to ensure the content brought the ‘win-on-repeat’ concept to life in a tangible, entertaining way.  

The three-part series launches on 7th November and offers viewers a glimpse into the lives of three celebrity friends  – Seann Walsh, Olga Koch and Eddie Kadi – who are each gifted £10,000 to spend on whatever they want. This gives them the opportunity to test-drive the equivalent of the monthly top prize on the Set For Life game, a guaranteed £10,000 every month for 30 years.

Filmed in three iconic cities, Brighton, London, and Paris, the 10-minute shorts follow the shared adventures and experiences of the comedian friends. The series captures the thrill of spontaneous moments and the joy of being able to embrace life’s possibilities, from riding in a horse-drawn carriage to becoming a pop star. 

The social-first focus of the series, which was produced by Ranga Bee Productions, is part of Channel 4’s commitment to producing digital content that appeals to engaged viewers on the platforms they know best, as part of its Fast Forward strategy.

Steve Parkinson, brand and marketing director at Allwyn, said, “As part of our ongoing strategy to drive awareness of Set For Life, the partnership with Channel 4 is a brilliant opportunity to bring the game's unique proposition to life in a truly entertaining way. 

“It's hard to imagine what winning a top prize of £10,000 every month for 30 years could feel like – but in this social-first format, the casting of comedian friends, Seann, Eddie and Olga bring the joy and fun of what incredible experiences might be possible with a Set For Life win, helping viewers to imagine what they would do if they won.”

Simon Carr, chief strategy officer at Hearts & Science added, “On one level, the mini-series is entertainment at its finest and a lot of fun. However, there’s more to it than that. We wanted to show real and relatable people playing, winning and talking about Set For Life and how it enabled them to do more of the things they love, repeatedly.

“We knew that daydreaming about the future had to be central to the idea, so we embraced passion-points and creative pursuits. This ensured the message felt personal and relevant within the context of people's lives. We also leaned into established rituals and routines, crafting stories that evolve over time to highlight the possibilities of the monthly prize.”

Charlie Hyland, digital commissioner at Channel 4, said, “This is such a fun series! Olga, Eddie and Seann have an infectious friendship that really comes alive. Each of them have such brilliant ‘Lucky Days’, I can’t wait for audiences to watch and then debate with their friends, what they would do if they were, ‘Set For Life’.”

The campaign is in collaboration with LADbible, to capitalise on its scale and reach of their platforms and explore what a Set For Life win could do for their audience. To spark conversation, LADbible has developed an approach that includes a three-part ‘vodcast’ with Seann Walsh, which asks everyday people about what they would do with their winnings. Supporting content includes interactive Instagram stories, a ‘Rundown’ episode explaining the game format, voxpops, and three influencer posts from the LADCreator Network. All are to be published on the LADbible Instagram page, which currently has 14.1 million followers.

Watch 'Lucky Days' here.