This is the Golden Loeki Award Winner 2022 | Displays

with video“Father, I have something to tell you,” said a middle-aged man to his father at home. “We’re going on another trip. Together.” “No,” the old man shakes, “expensive.” Then the son: I won it. State Lottery”. Father Beams. Together they go on an adventure. To the snow, huskies and the northern lights.

Dennis Jansen

It’s a start Don’t wait for luck to happen to you , the commercial Staatsloterij and TBWA \ NEBOKO whose winner was announced on Thursday night’s Ster Gouden Loeki show. The commercial won over nine other candidates during a gala event at the Tropen Museum in Amsterdam.

The silver and bronze awards, No. 2 and 3, went to Centraal Beheer and KPN, respectively. The son (played by Guido Pullemans) in the film literally can’t wait for their happiness. He pretends to win the lottery to impress his protesting father, and they embark on the trip of a lifetime. The message that the state lottery and advertising agency TBWA \ NEBOKO wants to convey: a lot of beauty can be created if you don’t put off beautiful plans until the day you win the jackpot. Singer Krezip Jacqueline Gouvert and composer Jorrit Kleijnen provided the musical accompaniment.

A father and son go on an adventure in Staatsloterij’s Gouden Loeki Prize 2022 ad © Still

It is the fifth year in a row that Staatsloterij has won awards. For ‘Frekkel’ (2018), ‘Freddie’ (2019) and ‘Frummel’ (2020), they also won the Ster Gouden Loeki Prize, and in 2021 Fritsie was awarded the Ster Zilveren Loeki Prize. The second prize was won by Centraal Beheer and DDB Unlimited with their commercial “Container”, the 62nd prize “until calling Apeldoorn again. This time an apparently minor confusion in a carrier’s office with consequences for the student.

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The election of Ster Gouden Loeki was first held in 1995 with KLM as the first winner. The battle for the golden statue began on February 13 when the polls opened. Dutch audiences can vote for their favorite commercials until March 5th. A total of 92,076 Dutch people cast their ballots.

“Don’t wait for luck to happen to you” – Staatsloterij & TBWA \ NEBOKO

“The Container” – Centraal Beheer & DDB Unlimited

“Fiberglass” – KPN & Dentsu Creative Amsterdam

“The smile that makes you live” – CliniClowns & Sander van de Vlasakker and LegHetVast

“Valentine’s Day” – McDonald’s & TBWA \ NEBOKO

“Everyone deserves a Merry Christmas” – Kruidvat & DDB Unlimited and Eigen Fabrikaat

Lifetime – KWF & Boris Creative

“Good food is eating together” – PLUS Supermarket & Energize

Keep going with KPN Unlimited – KPN & Dentsu Creative Amsterdam

“Good food is a choice.” – PLUS Supermarket & Wunderman Thompson

All commercials can be viewed here. Pictures of the winners can be downloaded from here.Also listen to the AD Media Podcast below or subscribe at Spotify or Itunes. Find all of our podcasts at

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