The National Lottery and TBWA show that you never win alone

The National Lottery and TBWA show that you never win alone
The National Lottery and TBWA show that you never win alone

There are many ways to win in life. And to win, achieve a goal, experience success or make a dream come true, you have to believe in it and demonstrate perseverance. However, this is not enough. Support from those around you and a bit of luck play a major role. This is what the National Lottery with new spots, in collaboration with the agency TBWA.

The Belgian Cat Maxuella Lisowa-Mbaka, the drummer Lander Gyselinck and the skater Loena Hendrickx take the leading roles in this campaign. Everyone won, in their own way. With the awareness that this victory would not have been possible without the support of those around him and… a bit of luck. A chance that Maxuella, Lander and Loena share in turn, by helping, inspiring, supporting others.

Three stories, three poetic film subjects which immerse us impressively in the lives of the three protagonists. We follow their personal path to success, from milestone to milestone. There we find those who mattered, as well as all the people who can now count on their support and inspiration. It is not a chronological sequence, but a succession of symbolic images arranged in a superb choreography by the director Koen Mortier, of Czar, with by Lander Gyselinck.

The spots end with a strong message: “You never win alone”. Like Maxuella, Lander and Loena share their happiness with others, each National Lottery winner shares their success with many organizations and charities that make a difference in our society.

​In addition to the spots, which can be found on , online and in cinemas, the campaign includes videos for social networks which further explore the stories of Maxuella, Lander and Loena, with interviews and exclusive behind-the-scenes images of the campaign .

Credits:

CLIENT

Client: Lottery National Lottery

Client contact: Jannie Haek, Joke Vermoere, Mieke Vandenbossche, Loes Mispoulier, Koen Van Der Haegen, Nicolas Godelaine

AGENCY

Agency: TBWA

Chief Creative Officer: Jeroen Bostoen

Creatives: Thomas De Vreese, Dieter Vanhoof

Creative Contact Director: Niels Verhaert

Social Creatives: Sander Vermeylen, Pol Labaut

Chief Strategic Officer: Sylvie Dewaele

Strategic Planner: Nick Moors

Account Director: Hadoum Ghassab

Account Manager: Lotte Van Heddegem

Account Executive: Elisa Dausimont

PRODUCTION

Head of Production: Mieke Vandewalle

Agency Producer: Cindy De Mooter & Shana Duprez

Production Company: Czar

Executive Producer: Eurydice Gysel

Producer: Maarten De Sutter

Director: Koen Mortier

DOP: Menno Mans

Director: Geert Paredis

POST-PRODUCTION COMPANY: MAKE

Post-producer: Leslie Verbist

Offline: Manu Van Hove

Online: Pierre Mailly

Grading: Laurens Orij

Sound: Jan Pollet

Music: Lander Gyselinck

MEDIA

Media agency: Initiative

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