What would you do if you won The Lottery?

Come on, you know you’ve thought about it. We all have.

Would you splash out on flash new threads and a chateau in France? Or would you spread the joy by sharing your cash prize with the people you care about? Probably a bit of both.

At any rate, you wouldn’t keep the news to yourself…

This was the concept behind Emily Scarlett Romain’s recent campaign for The National Lottery, a collaboration with Adam & Eve – you’ve probably seen her images on billboards across the UK. Before she hit the shutter, she asked the street cast models to act out how they’d announce their life-changing win to their nearest and dearest.

Each group represents a different kind of celebration – the couple whispering words of joy in each other’s ears, the family bouncing around the kitchen in delight and the life-long friends who can’t help but dance, exploding into collective shrieks. Scenes so convincing, you almost believe they’re real winners. We’d expect nothing less from Emily!


Client – The National Lottery
Agency – Adam & Eve DDB
Photographer – Emily Scarlett Romain
Executive Producer – Kay Edwards
Senior Producer – Christine Pagliarini
Production Assistant – Bonnie Ophelia

Digi Op – Giles Smith
Lighting – Sam Court
Camera Assistant – Kee Dinesh

Wardrobe Stylist – Hannah Oakley
Wardrobe Assistant – Isabelle Landicho

HMUA – Roberta Kearsey
HMUA Assistant – Harriet Biedleman

Prop Stylist – Emma Bamford
Prop Stylist Assistant – Gary Yerby