Winning the jackpot is a dream come true for everyone, but according Dutch State Lottery’s campaign for its New Year’s Eve Draw 2023, there is something even more valuable. Love. In its 2023 commercial by TBWA\Neboko, the protagonist lets his lottery ticket fly away in the wind. Luck has put something else in front of him and he grabs it.
In the past couple of years, Dutch State Lottery has mastered the art of touching the hearts of the public with a series of moving end-of-year commercials that they can relate to. In recent years the campaigns have starred Frekkel the dog (2018), Freddie the hedgehog (2019), Frummel the cat (2020), Fritsie the wooden cuckoo clock (2021), and a father and son duo in Don’t wait for luck to happen (2022).
“Every year we try to touch the hearts of the audience with a moving story. A story that tells the message that winning 30 million is an amazing prize, but it comes second best to the love of those we surround ourselves with, that there are more important things to life than winning the lottery. After all, you hold your happiness in your own hands and what could be better than sharing that with someone you love? That’s the chord we want to strike among people this year,” stated Michael Kastelijns, business director, Dutch State Lottery.
Four of the Dutch State Lottery’s five commercials by TBWA\Neboko have been awarded with a Gold Loeki, the Dutch public’s award for best commercial of the year. A unique event in Dutch advertising history. Don’t wait for luck to happen was also awarded with a Bronze Film Lion in 2023.
“In the New Year’s Eve campaigns, we have been saying for years that winning 30 million is the second-best prize, because some things in life are more valuable than money. We see the New Year’s Eve draw as an annual highlight for Dutch State Lottery, but also as a challenge to demonstrate how beautiful and relevant our industry can be. That’s why every year we put our all into making a moving and disruptive campaign that touches and inspires people,” commented Anouk Zink, managing director, TBWA\NEBOKO.
The commercial went to air on December 10 on all TV channels in The Netherlands and is now running on social media, web, radio, out of home and in all retail channels where New Year’s Eve lottery tickets are sold until December 31.
Credits
Client: Dutch State Lottery
Client Team: Michael Kastelijns, Femke Vermeulen, Arno de Jong
Agency: TBWA\NEBOKO
Social Media: Hammerfest
Online Translation: Men in Green
Shopper Marketing: Brompton Road
PR: NewsLab
Production Company: Pink Rabbit
Offline edit: MRTN
Sound design: Public Audio
Music: Jorrit Kleijnen
Grading: Ambassadors
VFX & online: Ambassadors
Media Agency: Mindshare.Greenhouse
