The Dutch State Lottery is going for a new and refreshing way of communicating. Advertising agency TBWA\Neboko turned to photographer Selim Djegham for the first campaign of the repositioning. The purpose is to focus on the great feeling you encounter when holding a lottery ticket. The campaign goes by the name 'De 10e kan het gebeuren…' or 'It might just happen on the 10th...' by which the lottery refers to the period of joy before finding out whether or not you've won.
Photographer: Selim Djegham
Production Company: Caviar Brussel
Post Production & Sound: MPC and The Ambassadors