The spirit of generosity resurfaces every Christmas — a much-needed reset for a species that doesn’t always treat each other kindly. This year, Folk VML and the Irish National Lottery tap into that feeling with a warm Christmas story, continuing the brand’s long-term platform, Dreams Waiting to Happen. It’s a reminder that even the smallest gesture can carry real meaning.
Their film, All Aboard, directed by Zak Emerson, follows a rural brass band and the quiet, gentle man who drives them to every rehearsal and performance. One unexpected moment of joy turns their Christmas into something unforgettable, showing how a humble lottery ticket can hold big possibilities.
Anne Mulcahy, CMO of the National Lottery, explains that Christmas naturally brings out generosity of spirit — a time when small acts land with extra weight. With this campaign, the aim was to capture how those acts ripple outward, reminding people that every ticket carries a spark of magic.
Karl Waters, chief creative officer at Folk VML, adds that the National Lottery has the power to make dreams happen overnight, and when a syndicate wins at Christmas, that magic multiplies. Across Ireland, these groups represent real communities — and when they win, the celebration becomes something shared and deeply personal.
The campaign is rolling out nationwide across TV, AV, outdoor, radio, and social, inviting people to embrace the warmth, kindness, and possibility that define the season.
