When you share happiness, you multiply it.
Background
The New Year’s Eve draw and accompanying campaign of the Staatsloterij have become a nationwide tradition. In 2021, Fritsie, a cuckoo-clock bird who could use some luck, showed us that happiness is even more beautiful when you share it with someone else. We were tasked with giving the campaign an additional offline push and spreading happiness across the Netherlands.
Approach
We created a heartwarming activation where people could send happiness to others with a video message recorded in a gigantic cuckoo clock. These messages were then printed on postcards and mailed to participants’ loved ones.
Due to the success of our activation, we hosted a special event in the garden of Talpa in Hilversum. Here, the winners of a giveaway enjoyed a private concert by HAEVN, adding a memorable touch to the campaign.
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