Dutch State Lottery says you make your own luck

Some things in life are more valuable than winning a big prize; that's the message from the Dutch State Lottery in this new campaign.

Created by TBWA\Neboko Amsterdam and produced by Pink Rabbit, the 105-second spot centres on the touching story of a son who’s not sitting around waiting for luck to happen, but instead takes his father on the journey of a lifetime after telling him he has won the lottery.

Father and son relive a trip which they had taken in the past, heading back to Lapland one more time to relive their favourite adventure and take a ride with the father's beloved huskies. It's only once they get back, that another surprise is revealed.

The music used in the commercial is the result of a special collaboration between Dutch composer Jorrit Kleijnen and Jacqueline Govaert, lead singer of the Dutch band Krezip.

"In the New Year’s campaigns, we always try to push the message that 30 million euros is the second-most beautiful prize, and that some things in life are more valuable," said Patritia Pahladsingh, Managing Director at TBWA\Neboko. "With this story, we want to inspire people to not procrastinate great plans until the day they win the lottery, but to do it right now. A disruptive thought for a lottery campaign that aims to move people and inspire."