The Dutch State Lottery Embraces the Spirit of Generosity with Canine Companion Holiday Campaign

This holiday season, the Dutch State Lottery is embracing the spirit of generosity with its “Give each other a bit of luck” New Year’s Eve campaign. It’s all about the small gestures that bring us closer, like a smile, a comforting hug, or showing genuine appreciation. And this year, that goodwill extends to our four-legged friends. Introducing the Oudejaarsbot (a New Year’s Eve “bone” ticket) - a unique lottery ticket designed especially for dogs, giving even our canine companions a shot at a life-changing jackpot.

A little luck for your best friend

Our dogs shower us with unconditional love and happiness all year long. Now, with the Oudejaarsbot—an actual bone-shaped lottery ticket—pet parents can give something back during the festive season. Each Oudejaarsbot has a unique number, offering dog owners the thrill of possibly sharing that 30 million euro prize with the furry member of the family.

What would your dog do with 30 million euros? 

Teaming up with popular dog owners on Instagram, the Dutch State Lottery is giving away 20 exclusive Oudejaarsbot tickets. It’s easy to participate: all you have to do is answer the question, “What would your dog do with 30 million euros?” Maybe your pup dreams of a custom doghouse on a private island, endless treats, or a lifetime supply of squeaky toys. Post your dog’s wildest fantasy under the Instagram posts of @staatsloterij, and who knows—your companion might just snag an Oudejaarsbot of their own!

New Year’s Eve campaign: Give each other a bit of luck

This special initiative is part of the broader New Year’s Eve campaign, which kicked off last week, starring a charming dog named Dibbes. In the TV spot, Dibbes accidentally sinks his teeth into a neighbor’s lottery ticket, sparking a storyline all about sharing good fortune in unexpected ways.

“In December, it’s all about spreading a bit of luck among those who matter most,” says the Dutch State Lottery. “For many of us, our dogs are family. By giving your dog an Oudejaarsbot, we’re playfully including them in the celebrations - and hopefully preventing them from munching on the real 30 million euro ticket!”