Ad of the Day: Dutch State Lottery encourages giving a little luck
The spot from TBWA\Neboko emphasizes that happiness isn’t only found in winning grand prizes but also in making small gestures.
Dutch State Lottery has unveiled its annual festive ad in preparation for its New Year’s Day draw. ‘Give Each Other Some Luck’ tells a touching story of a young man offering a helping hand to his elderly neighbor, expecting nothing in return, yet he receives a surprising reward for his good deed. It shows 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,” says Michael Kastelijns, business director at Dutch State Lottery.
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“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.”
The spot will debut on all major TV channels in the Netherlands. It will subsequently roll out across social media, online platforms, radio, out-of-home, and retail outlets selling New Year’s lottery tickets until December 31.
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Credits
Dutch State Lottery: Michael Kastelijns, Ivanka Rubingh, Arno de Jong
Creative agency: TBWA\Neboko
Media agency: Group M, Mindshare.Greenhouse
Social Media: Home and TBWA\X
Online agency: Men in Green
Shopper Marketing: Brompton Road
PR: NewsLab
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Production company: Pink Rabbit
Offline edit: Editors Amsterdam
Sound design: Amp Amsterdam, The Sonic Branding Company
Music: Gavin James, Sony Music
Grading: Crabsalad
VFX and online: Ambassadors