Dutch Lottery Tells Sweet Story of Human Connection

Ringing in the New Year with handcrafted animation

Those yearning to shed some tears for the holidays just won the lottery. Because this campaign delivers all the weepy feels in a handmade stop-motion tale starring a grumpy guy, his sad cat and a dark cloud that follows them around.

Touting the Dutch State Lottery, agency TBWA\Neboko spins a story of kindness and appreciation told through painstaking craft.

No AI here. Each setting and prop exists IRL, with the action captured frame by frame.

This technique “felt like the perfect tool for a story about community and togetherness,” says Joseph Mann, who directed through Blinkink. “Using a mixture of scales we managed to get the detail and personality into every shot.”

The goal was to illustrate that “some things in life are more valuable than a Jackpot prize of 30 million euros,” says agency ECD Dennis Baars.

The campaign will run across TV, online, social media, radio, OOH and retail channels.