Dutch lottery brand Staatsloterij returns with its annual New Year’s campaign, this year titled “Give each other some luck”. For 2025, the brand took a distinctive creative turn: a fully handcrafted stop-motion film, produced in collaboration with award-winning British animation studio Blinkink, globally recognised for the iconic John Lewis Christmas commercial “The Bear & The Hare.”
Reflecting the campaign’s message ‘Give each other some luck’ the film follows a grumpy elderly neighbour, accompanied by a small dark cloud that mirrors his mood, and his equally displeased cat. Nevertheless, he accepts parcels for the entire neighborhood. And when a New Year’s lottery ticket is delivered to his home, he reluctantly sets out to return it. What follows is a journey through his street, where unexpected kindness from neighbours gradually softens his outlook.
To bring this intimate story to life, TBWA\NEBOKO partnered with Blinkink and director Joseph Mann to create a fully handcrafted stop-motion world. Animation director Sam Gainsborough was also brought into the fold to oversee the character’s performance from onset into post, helping to bring further nuance to the storytelling. Every puppet, prop and environment — from the miniature hallways to the protagonist’s drifting cloud — was built, textured, lit and animated by hand over several weeks.
