TBWA\Neboko: Dutch State Lottery goes straight to the heart

One of the most rigorous tests for a creative agency is creating a campaign that wins hearts and makes people act when it’s third in line in a hugely popular series. TBWA\Neboko has achieved a triumph for the Dutch State Lottery. Even adhering to the series formula (using an animal in the lead role), the 2020 story is fresh and enchanting.

This year’s star is an adorable black kitten called Frummel, which seems to have the unexpected ability to bring its owner, an older man who lives alone, good luck. If the cat simply allowed its owner to buy the winning Dutch State Lottery ticket, the ad story would merely underline the campaign promise, Believe in Luck. But it doesn’t. There’s a twist at the end.

“The New Year’s Eve draw has grown to be a true phenomenon. It has become a permanent part of New Year’s Eve for millions of Dutch people and an annual challenge for ourselves. Every year we try to present a story that touches the Dutch population. Therefore, Frummel is a wonderful successor to Frekkel and Freddie, with a beautiful and relevant message, The best kind of happiness is someone else’s,” stated Arno de Jong, chief marketing officer, Nederlandse Loterij.

Darre van Dijk, chief creative officer TBWA\Neboko added, “The strength of this campaign lies in the disruption of the idea by giving the symbol of misfortune, a black kitten, the leading role. With Frummel we show that the most beautiful things can happen by trusting in your luck.”

The campaign launched on December 10 with the 1.45 minute film broadcast on all channels. The full campaign includes social media, online, radio, (digital) OOH, retail channels & PR.

The campaign beyond the campaign. Frummel inspired the Dutch State Lottery to think about how it could bring more luck to the animals in the Netherlands. An initiative was created, in collaboration with local shelters and the national organisation, Dierenasiels.com, to put a spotlight on Dutch shelter cats. On December 11, the lottery hung posters across all larger Dutch cities with photos of “Frummel’s friends” who are looking for a new, caring home. As well as the cats from the posters, other shelter cats from all over the Netherlands can be found at dierenasiels.com/vriendjesvanfrummel