The story of the little black cat that brought good luck
✼ Project
Believe in luck
After an unlucky 2020 with Covid, lockdowns and being away from loved ones, the Dutch State Lottery wanted people to believe in luck again. And to show that a little faith is all you need. We turned the biggest symbol of bad luck into our mascot. This is the story of a little black cat called 'Frummel', who brought good luck instead of bad luck.
Credits
Client: Dutch State Lottery
Agency: TBWA\Neboko
CCO: Darre van Dijk
CD: Erik Falke, Dennis Baars
COPY: Richard Bushoff
ART: Lennart Schoterman
PROD: Czar Amsterdam
Director: Bart Timmer
Photog: Ellen Reus & myself
PR: HPB
✼ Casefilm
✼ Commercial
NOTE: We provided the base idea for the film, which was then further developed by Erik Falke & Dennis Baars
✼ Activation
Friends of Frummel
We transformed a 70x120m wind turbine into the biggest Mercedes billboard you have ever seen; The Millboard. By adding a ring of light, we linked the iconic logo to sustainable energy and imprinted an image in people's minds that cannot be unseen whenever you spot a wind turbine.
✼ Info
507K earned
media value.
400% increase
in website visits.
658 adoptions
during campaign.
✼ Influencer
Influencer
We asked the biggest cat loving influencer to take a look in the animal shelters for herself and introduce some of Frummel's Friends to her following. This allowed us to show the problem in more detail and make people realize the superstition is a problem.
✼ Press
FREELANCE CREATIVE
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