Eurojackpot Invites You to Be a Winner Man

Whether you win the jackpot or not, live life like a winner. That is the message of Eurojackpot's new brand campaign. It features a man confidently rolling through the streets in his morning attire, attracting the attention of passers-by. His self-assurance is infectious, and he seems to be admired by everyone. Has he won the Eurojackpot? It doesn’t matter, because real wealth is in his mindset. But of course, winning wouldn't hurt...

Eurojackpot is adopting a fresh strategy with this new campaign. Saskia Baartman, business director at Eurojackpot, says, “By taking a new direction, we claim a unique and distinct position in the lottery landscape. We are shifting our focus from what you can do with the highest climbing jackpot in the Netherlands to a different approach. Here, we encourage living life as only you can: go for it and enjoy. And never stop dreaming, because €120 million is quite nice, man…”

In the campaign, Eurojackpot doesn’t opt for an obvious hero as the protagonist, but rather someone relatable - a person with charisma, confidence, and a mentality that many of us would desire. It's not his looks, but these qualities that impress. Eurojackpot wants to demonstrate that anyone can be a 'winner man.' It’s a mindset that makes life more enjoyable.

Be a Winner Man was developed in collaboration with Amsterdam-based agency TBWA\NEBOKO. Anouk Zink, managing director, states, “Be a Winner Man is a refreshing and disruptive view on mental wealth. The protagonist, exuding joy and confidence, inspires us all to live with a winner's mentality, with or without that jackpot. The laid-back nature of the music underscores this message and invites everyone to live every day as a Winner.”

The campaign launched on May 10th at 19:00 on all TV channels, and will subsequently be rolled out to cinemas, radio, social media, online platforms and outdoor spaces. During summer, a follow-up to this commercial will be released, which will again be rolled out to all abovementioned channels.