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Dutch State Lottery鈥檚 New Year鈥檚 Campaign Celebrates Small Acts of Kindness

11/12/2024
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Touching film from TBWA\NEBOKO shows great happiness often lies in something small

True happiness isn鈥檛 found in winning grand prizes, but rather in the togetherness and love we share with those around us. That鈥檚 the message conveyed by the Dutch State Lottery in its 鈥楪ive Each Other Some Luck鈥 campaign for the 2024 New Year鈥檚 draw. The campaign launches tonight with an extended commercial that tells a touching story: a young man offers a helping hand to his elderly neighbour, expecting nothing in return, yet receives a surprising reward. It beautifully illustrates how something wonderful can happen when we care for each other and share genuine, heartfelt moments.

Building on its previous campaigns centred around love and connection, Staatsloterij introduces another moving story. 鈥淓ach year, we strive to inspire the Netherlands with a heartfelt narrative that continues our long-standing tradition,鈥 says Michael Kastelijns, business director for Dutch State Lottery. 鈥淓specially at this time of year, it鈥檚 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 鈧30 million is extraordinary, true happiness often comes from life鈥檚 simpler moments. Sharing happiness, love, and compassion is beyond value, and that鈥檚 the sentiment we hope to spark in our audience.鈥

Great happiness lies in small things

In the TV commercial 鈥楪ive Each Other Some Luck,鈥 we follow Tom, a young man who began walking his elderly neighbour's dog daily after she injured herself. He always takes her dog out together with his own faithful companion, Dibbes. One crisp winter afternoon, Tom brings a homemade meal to his neighbour's house. As he steps inside, the dogs eagerly dart about, and in the commotion, Dibbes snatches the neighbour's newly purchased New Year鈥檚 lottery ticket and tears it to pieces. Alarmed, Tom checks the time and rushes off to the store with both dogs in tow, managing to buy a replacement ticket just in time. Relieved, he quietly places it back on her table as though nothing happened. To his astonishment, his neighbour enters the room and hands the ticket to him: 鈥淗ere, this is for you, because you鈥檙e always so kind to me.鈥

The second-best prize

In recent years, Staatsloterij has captured the hearts of the Dutch public with a series of memorable New Year鈥檚 commercials. Campaigns like those featuring the dog Frekkel (2018), the hedgehog Freddie (2019), the kitten Frummel (2020), and the father-son duo in 鈥楧on鈥檛 Wait for Happiness to Find You鈥 (2022) have all earned the prestigious Gouden Loeki awards, the nation鈥檚 favourite commercial. This year, once again, TBWA\NEBOKO created the concept.

鈥淔or years, our New Year鈥檚 campaigns have reminded people that 鈧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,鈥 says Anouk Zink, managing director TBWA\NEBOKO. 鈥淭his 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鈥檚 campaign an annual highlight - a creative challenge to craft something that resonates deeply. Staying true to our tradition, we鈥檝e managed once again to create a beautiful and moving campaign this year.鈥

Music by Gavin James

This year, the story is further 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 鈥楽ay Hello鈥 and later achieved success in the Netherlands with hits like 鈥楾he Book of Love鈥 and 鈥楪low.鈥 His track Once In A Lifetime, about how someone can positively change your life, perfectly complements the story of Tom and his neighbour.

The commercial will debut on December 10th at 7:00 PM on all major TV channels and will subsequently roll out across social media, online platforms, radio, out-of-home, and retail outlets selling New Year鈥檚 lottery tickets, running until December 31st.

Credits
Work from TBWA\NEBOKO
Closer to You
Ronald McDonald House Charities Netherlands
13/03/2025
Meaningful Logo
Odido
19/02/2025
Canine Companion
The Dutch State Lottery
20/12/2024
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