Give each other some luck - Staatsloterij, Dutch State Lottery | Clapboard Ad Archive

Staatsloterij’s 2025 New Year’s campaign Give each other some luck signals a creative pivot for one of the Netherlands’ most recognizable government-backed lottery brands, as agency TBWA\NEBOKO brings the annual end-of-year ritual to life through fully handcrafted stop-motion animation in partnership with celebrated British studio Blinkink. Departing from previous years’ focus on animal protagonists and live-action, the new spot introduces a grumpy elderly neighbor beset by a literal dark cloud and his equally surly cat, setting the stage for a narrative in which human connection gradually dispels isolation through a series of small, neighborly gestures during the season’s most symbolic countdown. When a Staatsloterij New Year’s Eve lottery ticket is mistakenly delivered to the protagonist’s doorstep, its return to the rightful owner becomes the catalyst for transformation, as kindness received along the way chips away at long-held reserve—an approach that sits squarely within Clapboard’s FORMAT#5—Exemplary Story classification, where the product is the critical driver of the story’s plot and resolution. Every element—from meticulously crafted puppets and props to the expressive miniature sets—underscores the tactile warmth and emotional vulnerability that have become the Staatsloterij signature, with the expressive stop-motion medium amplifying the message that small, shared moments outshine even the grandest of jackpots. Complemented by a restrained, reimagined cover of Bad Day as its musical spine, the film achieves a rare cohesion of design, execution, and emotional storytelling, reinforcing Staatsloterij’s strategic proposition: that generosity and community are prizes of lasting value, particularly as millions across the Netherlands engage with the iconic New Year’s Eve draw. Deployed across TV, digital, social, out-of-home, radio and in-store channels, the campaign demonstrates a deliberate escalation in craft and ambition for the market category, leveraging Blinkink’s world-building prowess to secure both memorability and broad appeal during this critical retail moment. The campaign earns 73/100 in Clapboard’s global creative archive. For the category, Give each other some luck underscores the continued relevance of emotionally charged, craft-driven narrative as a differentiator in both brand equity and audience resonance during the most competitive season of the year.