A docu-series on Lotto winners

People are fascinated by real Lotto winners, but most prefer to stay anonymous. So we created dramatized, documentary-style content to share their stories – not to sell more tickets in the short term, but to get people to spend time with the brand online.

This insight became the foundation for the documentary concept "When Luck Showed Up." Over time, it will grow into a series of mini-documentaries featuring different winners.
The first episode tells a warm, humorous story of a Lotto club on Samsø – 12 rescue workers who won 5 million DKK – and, as if that weren't enough, they won nearly 500,000 DKK again a year later.