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Client
Staatsloterij
Role
Concept and copy
Year
2023
wAT ZOU JE
NIET VERANDEREN?
The question "What would you do if you won the lottery?" is a classic. But to see if the Dutch really live up to their down-to-earth reputation, we took to the street to instead ask: "What wouldn’t you change if you won?”
We created a content series rooted in this cultural insight to start a conversation on what makes us truly happy. The series generated a lot of engagement on Staatsloterij’s social channels and proved that while winning big is great, the Dutch will always cherish the little things too.
Kim Ritskes, 2024 ©