Lucky Day: Bepaal zelf je lot
The campaign was built around control. The slogan is a play on words in Dutch, using the same word for ‘fate’ as for ‘lottery ticket’. I led the concept and art direction across TV, radio, social and display.
The brief
Make Lucky Day recognisable as a daily lottery for people aged 45–65.
What mattered
Players choose their stake, how many numbers to play and the numbers themselves.
The idea
Make that control the idea: “Bepaal zelf je lot”, linking fate and lottery ticket in one Dutch phrase.
My part
I led the concept and art direction, from strategy and creative development through production across television, radio, social and display.
What followed
The campaign ran across those channels and was extended for another year.
Lucky Day, a brand of the Dutch National Lottery, asked for a humorous awareness campaign that would position it as the daily lottery for people aged 45 to 65.
The idea centered around one of the product's strongest benefits: control. Players decide how much to bet, how many numbers to choose and which numbers to pick. That led to the slogan 'Bepaal zelf je lot', which works in Dutch, because the same word can refer to both fate and a lottery ticket.
I was responsible for the campaign concept and stayed involved from brand strategy and creative development through production and art direction. The campaign ran across social media, television, online banners, online radio and traditional radio, and its success led to an extension for another year.
