El Advertising Awards 2023: Nederlandse Loterij awarded top prize
Whether it’s a new product, game, or campaign, the bi-annual El Advertising Awards showcase the top lottery advertisements in Europe.
The top prize - the El Grand Prix - was awarded to Nederlandse Loterij for ‘’Don’t wait for luck to happen’’ (2022). The annual New Year’s Eve draw in the Netherlands is a traditional lottery event and this commercial tapped into something that connects us all in December. Filled with emotions, the story unfolds in an incredible winter wonderland, bringing together a father and son. A bespoke soundtrack adds an extra layer of emotion, and the ad ends with the statement: Don’t wait for luck to happen.
"On the occasion of the 11th El Congress & Trade Show, we are delighted to award the EL Grand Prix - to Nederlandse Loterij - for this emotional filled commercial," says Ray Bates, El Honorary President and Chairman of the jury. ‘’I had the pleasure to view all the commercials but on the day itself, it was up to the participants at the Congress to cast their final vote. I would like to take this moment to congratulate the five worthy winners of the individual categories. The El Advertising Awards are a unique opportunity to showcase the best of the best in lottery advertising."
This year’s Advertising Awards celebrated the best lottery commercials across five categories including a new one on responsible gaming.
- Best corporate campaign commercial: Camelot UK Lotteries Ltd.: A Christmas Love Story (2022)
- Best draw-based game commercial: Nederlandse Loterij: Don’t wait for luck to happen (2022)
- Best (online) instant game commercial: ONCE: The Cleopatra scratch card is trendy! (2022)
- Best sports betting commercial: OPAP S.A.: PAME STOIXIMA WORLD CUP (2022)
- Best responsible gaming commercial: Loterie Romande: Even when you really like something, you have to set limits (2022)
The Advertising Awards ceremony took place during the 11th El Congress in Šibenik, Croatia (June 4-7, 2023) and continued the tradition of the Awards, designed to acknowledge and promote best practices in lottery advertising. The competition was high with over 70 submissions.