Eurojackpot’s “Be a Winner Man” Campaign: Live Like a Winner Every Day
Eurojackpot’s new brand campaign, “Be a Winner Man,” delivers a powerful message: whether you win the jackpot or not, live life like a winner. The campaign features a man confidently rolling through the streets in his morning attire, attracting admiring glances from passersby. His self-assurance is infectious, making him the center of attention. Has he won the Eurojackpot? It doesn’t matter, because true wealth lies in his mindset. But, of course, winning wouldn’t hurt…
Eurojackpot is taking a fresh approach with this campaign. Saskia Baartman, Business Director at Eurojackpot, explains, “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…”
The campaign features a relatable protagonist—not an obvious hero, but someone with charisma, confidence, and a winning mentality that many aspire to. It’s not his looks, but his qualities that impress. Eurojackpot aims to show that anyone can be a ‘winner man.’ It’s a mindset that makes life more enjoyable.
“Be a Winner Man” was developed in collaboration with Amsterdam-based agency TBWA\NEBOKO. Anouk Zink, Managing Director, states, “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 launched on May 10 at 19:00 across all TV channels and will be rolled out to cinemas, radio, social media, online platforms, and outdoor spaces. During summer, a follow-up commercial will be released, extending this positive message across all channels once again.
This professional campaign, titled “Be a Winner Man,” was published in the Netherlands in May 2024. It was created for the brand Eurojackpot by the ad agency TBWA\NEBOKO. This film medium campaign is related to the gambling industry and includes one media asset.
Eurojackpot’s “Be a Winner Man” campaign is not just about winning the lottery; it’s about embracing a winner’s mindset. By focusing on confidence, joy, and a positive outlook, the campaign encourages everyone to live life to the fullest. Whether you hit the jackpot or not, you can always be a winner in your own right. So, go ahead and embrace the spirit of “Be a Winner Man” – live with confidence, enjoy every moment, and never stop dreaming.
