Adorable Hedgehog Heralds a Lucky New Year in Dutch Lottery Ad

Staatsloterij, the largest lottery in the Netherlands, is wheeling out a massive €30 million win for its 2019 New Year’s Eve jackpot. Yet the 2019 campaign isn’t all about money, it’s about the happiness that comes from helping one another. Yes, even hedgehogs! 

The film shows Freddie the hedgehog vulnerably crossing a road at night. His rescuer is on his way to see if he has the winning ticket when he just manages to avoid hitting Freddie. 

Instead of driving off again he stops to take Freddie back to his home to recover. Ultimately, they both find happiness in helping one another and we see no amount of money in the world can top that.  

     

“With Freddie, we’ve produced a delightful follow-up to our successful 2018 campaign,” says Arno de Jong, CMO at Nederlandse Loterij, the company that operates the Staatsloterij. “Again, we have created a heartwarming and distinctive commercial for the holiday season. Hopefully Freddie will touch Dutch hearts just like Frekkel the dog did last year.”

 

Patritia Pahladsingh, managing director at TBWA\NEBOKO, says: “No good deed goes unrewarded. That’s exactly the feeling you get from this campaign. This sentiment perfectly matches the festive season, which is all about coming together and loving one another.”

 

Darre van Dijk, chief creative officer at TBWA\NEBOKO, says: “We decided upon a story in which a kind old man takes care of a hedgehog in need, and in the end is rewarded for his good deed. Happiness? The production values are excellent, thanks to the wonderful animation and the magical storytelling. And the music, with real strings, truly adds the perfect finishing touch.”

 

The campaign has been launched with great fanfare, with a 1’45” film that has been running on every Dutch channel since mid-December. There will also be a multichannel roll-out to social media, online, radio, digital OOH and retail.