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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
Creative Directors: Erik Falke, Dennis Baars
Creatives: Lennart Schoterman, Richard Bushoff
Prod.Company: Czar Amsterdam
Director: Bart Timmer
Photography: Ellen Reus & Lennart Schoterman
PR: HPB
The black cat that
brought good luck.
CASE STUDY
TBWA\Neboko
"There's a run on black cats in unlucky 2020."
HERO FILM
Director: Bart Timmer (Czar Amsterdam)
Note: We provided the base idea for the film, which was then further developed by Erik Falke & Dennis Baars
ACTIVATION
Photos: Ellen Reus & Lennart Schoterman
Friends of Frummel
But we didn’t stop there. It turns out animal shelters can't place black cats because of the superstition. So instead of promoting our Jackpot Prize, we teamed up with Dutch Animal Shelters and presented the Friends of Frummel through a nationwide outdoor campaign. Making a black cat cross your path on every street corner. People fell in love with all of Frummel's friends. And within three weeks, every single cat got adopted.
507K EARNED
MEDIA VALUE
400% INCREASE
SHELTER WEBSITE VISITS
658 ADOPTIONS
DURING CAMPAIGN
VIDEO
HPB (Het PR Bureau)
Influencers
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.
IN THE NEWS
PR: HPB (Het PR Bureau)
