Dutch State Lottery’s “Believe in luck…” Campaign: Choosing Love Over Jackpot
Published in December 2023
In the realm of lottery dreams, Dutch State Lottery crafts a narrative that transcends the allure of jackpots, emphasizing the timeless importance of love. Their poignant campaign, “Believe in luck…,” unfolds a story where the protagonist discovers that life’s most precious moments are not measured in cash prizes but in heartfelt connections.
A Message Beyond the Jackpot: Love Trumps All
The New Year’s Eve Draw 2023 campaign imparts a profound message—winning millions is a coveted dream, yet there exists something far more valuable: love. Dutch State Lottery, known for stirring emotions through storytelling, collaborates with TBWA\NEBOKO to deliver a tale that resonates beyond the glittering allure of wealth.
The Protagonist’s Journey Through Time: A Love-Fueled Adventure
The commercial unfolds with a young man, captivated by a billboard advertising the New Year’s Eve draw. His attention diverts to an antique shop, housing an artifact resembling a time machine. Curiosity prevails as he activates the machine, thrusting him into the future.
Love Across Time: A Glimpse into a Beautiful Journey
The protagonist journeys through time, encountering snippets of a shared life with a remarkable woman. From a futuristic house in 2078 to a serene sailboat ride in 2067, each moment is shared with the same, seemingly ageless woman. The narrative unfolds, revealing a profound connection that defies the constraints of time.
The Present Dilemma: A Choice Between Love and Lottery
As the protagonist returns to the present, armed with glimpses of a potential future, he stands at a crossroads. A New Year’s Eve lottery ticket beckons, but so does the love of his life. In a heartwrenching moment, the man makes a choice—the ticket floats away among snowflakes as he engages in a conversation with the woman of his dreams.
Dutch State Lottery’s Intent: Stirring Hearts and Inspiring Choices
Michael Kastelijns, Business Director at Dutch State Lottery, underscores the campaign’s essence—to remind individuals that while winning millions is extraordinary, the true essence of happiness lies in the love we share. The advertisement strikes a chord by prompting viewers to reflect on what truly matters.
Conclusion: “Believe in luck…” – A Tale of Choices and Priorities
As the Dutch State Lottery’s “Believe in luck…” campaign unfolds, it leaves a lasting impression, urging us to reconsider the true definition of luck. In a world often enamored by material pursuits, this narrative serves as a gentle reminder that, in the grand tapestry of life, love remains the most priceless jackpot of all. It’s an invitation to believe in the luck found in the warmth of connections and the choices that make life truly rich.
