Channel 4 and Allwyn imagine what it’s like to be ‘set for life’ in mini-series

Channel 4 and Allwyn have created a mini-series highlighting the transformative impact of winning The National Lottery’s Set for Life game.

The three-part series, Lucky Days, launched on 7 November. It is running on YouTube, accompanied by activity on Meta and TikTok.

In the show, three celebrities — Seann Walsh, Olga Koch and Eddie Kadi — are each gifted £10,000, giving them the opportunity to experience the equivalent of the monthly top prize for Set for Life, which guarantees £10,000 every month for 30 years.

Hearts & Science led on strategy, while Drum oversaw the creative content, which was produced by Ranga Bee Productions.

Lucky Days is part of Channel 4’s Fast Forward strategy to become a digital-first broadcaster.

Moreover, a LadBible collaboration will amplify Allwyn’s message. This includes a three-party “vodcast” featuring Walsh asking everyday people what they would do with their winnings and influencer activity, all to be published on LadBible’s Instagram page.

“On one level, the mini-series is entertainment at its finest and a lot of fun,” said Hearts & Science chief strategy officer Simon Carr. “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 in to established rituals and routines, crafting stories that evolve over time to highlight the possibilities of the monthly prize.”

Steve Parkinson, brand and marketing director at Allwyn, added: “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.”