Dutch State Lottery’s New Year’s Campaign Celebrates Small Acts of Kindness

True happiness isn’t found in winning grand prizes, but rather in the togetherness and love we share with those around us. That’s the message conveyed by the Dutch State Lottery in its ‘Give Each Other Some Luck’ campaign for the 2024 New Year’s 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. “Each year, we strive to inspire the Netherlands with a heartfelt narrative that continues our long-standing tradition,” says Michael Kastelijns, business director for Dutch State Lottery. “Especially at this time of year, it’s 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 €30 million is extraordinary, true happiness often comes from life’s simpler moments. Sharing happiness, love, and compassion is beyond value, and that’s the sentiment we hope to spark in our audience.”

Great happiness lies in small things

In the TV commercial ‘Give Each Other Some Luck,’ 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’s 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: “Here, this is for you, because you’re always so kind to me.”

The second-best prize

In recent years, Staatsloterij has captured the hearts of the Dutch public with a series of memorable New Year’s commercials. Campaigns like those featuring the dog Frekkel (2018), the hedgehog Freddie (2019), the kitten Frummel (2020), and the father-son duo in ‘Don’t Wait for Happiness to Find You’ (2022) have all earned the prestigious Gouden Loeki awards, the nation’s favourite commercial. This year, once again, TBWA\NEBOKO created the concept.

“For years, our New Year’s campaigns have reminded people that €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,” says Anouk Zink, managing director TBWA\NEBOKO. “This 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’s campaign an annual highlight - a creative challenge to craft something that resonates deeply. Staying true to our tradition, we’ve managed once again to create a beautiful and moving campaign this year.”

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 ‘Say Hello’ and later achieved success in the Netherlands with hits like ‘The Book of Love’ and ‘Glow.’ 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’s lottery tickets, running until December 31st.