A pitch idea for Miljoenenspel, a brand extension of De Staatsloterij.


Introducing Johnny and Bennie, two scammers who offered a new, appealing, but clearly rigged game every month. The scam would always go comically wrong and the intended victim played Miljoenenspel instead.


Unfortunately, you won’t get to see them, as the client went with a mundane concept from their existing agency.


Oh well, you can’t win them all. I still had a lot of fun coming up with the crazy schemes and flushing out the colourful characters.