The Dutch Lottery (‘Nederlandse Loterij’) is a new corporate brand that unites seven lotteries. Following their corporate mission to contribute to a happier and healthier society, Dutch Lottery earmarks a large part of their profits for charities related to sports and exercise. So, in our introduction campaign we wanted to show that from now on lottery players won’t be the only ones winning.

They say money can’t buy happiness, but it turns out that’s not true. So we changed the way people think about winning the lottery, showing the Netherlands how to achieve true happiness with their winnings.