TBWA\NEBOKO continues to squeeze hearts with stories that demonstrate what Dutch State Lottery (Staatsloterij) provides over and above its grand prizes. This year, its heartfelt story reminds people that true happiness isn’t found in winning grand prizes, but rather in the togetherness and love we share with those around us.
Give Each Other Some Luck illustrates how something wonderful can happen when we care for each other and share genuine, heartfelt moments.
“Each year, we strive to inspire the Netherlands with a heartfelt narrative that continues our long-standing tradition,” stated Michael Kastelijns, business director for Dutch State Lottery. “Especially at this time of year, it’s essential to stay close to one another. Even a small act of kindness can create a big difference for someone else. With this commercial, we want to show that while winning €30 million is extraordinary, true happiness often comes from life’s simpler moments. Sharing happiness, love, and compassion is beyond value, and that’s the sentiment we hope to spark in our audience.”
“For years, our New Year’s campaigns have reminded people that €30 million is only the second-best prize, because there are far more valuable things in life than winning the jackpot. The love and care we give each other surpass any sum of money,” added Anouk Zink, managing director, TBWA\NEBOKO. “This story demonstrates how a small act of kindness can bring immense happiness and encourages people to focus on what truly matters. By watching out for one another and lending a helping hand, we can make a real difference, especially in these uncertain times. That message of unity and connection is more important now than ever before. We consider the New Year’s campaign an annual highlight—a creative challenge to craft something that resonates deeply. Staying true to our tradition, we’ve managed once again to create a beautiful and moving campaign this year.”
Earlier campaigns, featuring Frekkel the dog (2018), the hedgehog Freddie (2019), the kitten Frummel (2020), and the father-son duo in Don’t Wait for Happiness to Find You (2022) have all earned the prestigious Gouden Loeki awards, the nation’s favourite commercial.
This year’s story is enhanced by emotional, narrative-driven music. Irish singer-songwriter, Gavin James, created the song for the commercial. James gained international recognition in 2013 with his single, Say Hello, and later achieved success in the Netherlands with hits, The Book of Love and Glow. His track, Once In A Lifetime, about how someone can positively change your life, complements the story of Tom and his neighbour.
The commercial debuted on December 10 on all major TV channels in the Netherlands and will subsequently roll out across social media, online platforms, radio, out-of-home, and retail outlets selling New Year’s lottery tickets, running until December 31.
Credits
Client: Dutch State Lottery
Client Team: Michael Kastelijns, Ivanka Rubingh, Arno de Jong
Creative Agency: TBWA\NEBOKO
Media agency: Group M / Mindshare.Greenhouse
Social Media: Home & TBWA\X
Online Agency: Men in Green
Shopper Marketing: Brompton Road
PR: NewsLab
Production Company: Pink Rabbit
Offline edit: Editors Amsterdam
Sound design: Amp Amsterdam & The Sonic Branding Company
Music: Gavin James @ Sony Music
Grading: Crabsalad
VFX & Online: Ambassadors
View a history of Dutch State Lottery’s emotive thought-makers:
