Win-winners
always win
Lot of Happiness
Everyone dreams about winning a life-changing cash prize every now and then. But for some people, that dream means more than just wishful thinking. That's exactly why we're happy Lot of Happiness exists. With this charity lottery, half of every ticket goes directly to one of 450 registered Dutch charities. Which means you never really lose.
Doing good is a choice
As a smaller player, Lot of Happiness has to compete with traditional lotteries backed by massive media budgets. Lot of Happiness isn't a faceless corporation where your money disappears into a giant pot. It's a small team of people who genuinely want to make a difference. Just like the people who play. Sounds like the perfect starting point for a brand campaign.
A short introduction
The moment you join Lot of Happiness, you become a win-winner.
Even if you don't win a prize, one of 450 charities still receives half of your contribution. That's part of the reason people play. It makes them not only generous, but remarkable.
So instead of talking about the lottery, we introduced the people behind it to the rest of the country.
Everyone is a win-winner
For Lot of Happiness' first brand campaign, we created a series of video and photo portraits featuring recognisable, yet extraordinary people. Portraits that prove there's a win-winner in everyone. All it takes is playing Lot of Happiness.
A distinctive tone of voice and a fresh visual identity tied the campaign together and helped drive a significant increase in participants.
We couldn't have done it without…
The winning ticket Youp Kruijsdijk (camera), the contribution of Thomas Peeters (sound design), the odds calculated by Rychto Lawalata (editor), the double ticket from Jurre Rompa (photography), the prize claim of Kiki Bosman (voice-over), and the overflowing prize pool of Frits van de Laan and Femke Krijger from Lot of Happiness.
