The New Year's Eve draw of the Staatsloterij is the most popular draw in the Netherlands. After Frekkel's success in 2018, the goal was to match that success. The storyline revolves around a man who rescues the hedgehog Freddie. He thinks he has to sacrifice his lottery ticket to not disturb the hibernating hedgehog, but in the end, Freddie helps him reclaim it. The outtake of the film: “Some things are more important than money”. In this campaign, the love for a helpless hedgehog is what counts. With hedgehogs being extremely cute and popular both on social media and offline, we found a perfect successor to Frekkel. Freddie and his story led to record breaking sales and a Golden Loeki.


Gouden Loeki

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