Dutch State Lottery is hoping that Europe will embrace generosity as the new year begins, in its campaign, Give each other a bit of luck, that highlights how small gestures bring us closer – gestures such as like a smile, a comforting hug, or showing genuine appreciation. And genuine appreciation that spreads far and wide, even to dogs. TBWA\NEBOKO has created a very unique New Year’s lottery ticket, Oudejaarsbot, designed especially for dogs, giving even canine companions a shot at a life-changing jackpot.

Dogs shower humans with unconditional love and happiness all year long. Now, with the Oudejaarsbot, an actual bone-shaped lottery ticket, pet parents can give something back during the festive season. Each Oudejaarsbot has a unique number, offering dog owners the thrill of possibly sharing that 30 million euro prize with the furry member of the family.

Teaming up with popular dog owners on Instagram, the Dutch State Lottery is giving away 20 exclusive Oudejaarsbot tickets. It’s easy to participate. All people have to do is answer the question, “What would your dog do with 30 million euros?” Maybe that’s a custom doghouse on a private island, endless treats, or a lifetime supply of squeaky toys.

The special initiative is part of the broader New Year’s Eve campaign, which kicked off last week, starring a charming dog named Dibbes, that began a story about sharing good fortune in unexpected ways.

“In December, it’s all about spreading a bit of luck among those who matter most,” the Dutch State Lottery stated. “For many of us, our dogs are family. By giving your dog an Oudejaarsbot, we’re playfully including them in the celebrations – and hopefully preventing them from munching on the real 30 million euro ticket.”