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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
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)

Want to create good?
Get in touch.

Email: Lennart.Schoterman@gmail.com      Telephone: +31 6 30 88 31 72      Socials: LinkedIn | Instagram