Responsible gaming.

Nederlandse Loterij does everything it can to protect players from excessive gambling. Online, it’s easier to warn players in time, than in a store. That’s why they asked for a concept that could easily translate to store locations. We came up with Tante Bets (Aunt Bets) — a cheerful, down-to-earth woman with a heart of gold. When she warns you about the dangers of excessive gambling, you listen. Even if she sometimes phrases her golden tips in her own unique way. The campaign ran instore, across social media, and online.