Lottery ads tend to focus on winning the biggest prize. TBWA\NEBOKO has found a different appeal for Europjacket – the thrill of being a winner, jackpot or not. The hero commercial features the ultimate aspiration, a man rolling along like a winner with complete self-assurance and pure joy on his face.

Saskia Baartman, Business Director at Eurojackpot, explained, “By taking a new direction, we claim a unique and distinct position in the lottery landscape. We are shifting our focus from what you can do with the highest climbing jackpot in the Netherlands to a different approach. Here, we encourage living life as only you can: go for it and enjoy. And never stop dreaming, because €120 million is quite nice, man…”

In the campaign, Be a Winner Man, Eurojackpot doesn’t opt for an obvious hero as the protagonist, but rather someone relatable—a person with charisma, confidence, and a mentality that many of us would desire. A “winner man” chant underlines Eurojackpot’s message that anyone can be a ‘winner man’. It’s a mindset that makes life more enjoyable.

Anouk Zink, managing director, TBWA\NEBOKO, added, “Be a Winner Man is a refreshing and disruptive view on mental wealth. The protagonist, exuding joy and confidence, inspires us all to live with a winner’s mentality, with or without that jackpot. The laid-back nature of the music underscores this message and invites everyone to live every day as a winner.”

The campaign is running on all TV channels in the Netherlands, and will subsequently be rolled out to cinemas, radio, social media, online platforms and outdoor spaces. A follow-up to the launch commercial will be released during the Northern Hemisphere summer.