The Nederlandse Loterij asked for a concept to raise awareness about the risks of sports betting. As the most trusted gaming organization, they feel a strong responsibility to protect their players from addiction and major financial losses.

The winning idea was “Tante Bets”—a friendly, down-to-earth, neighborly figure with her heart in the right place. Think of your favorite elementary school teacher—someone you trust and look up to. She acts as your conscience, sitting on your shoulder and guiding you toward the right choices.

The campaign materials were used across social media, in-store communication, and online platforms.