TBWA's Stop-Motion Campaign for Dutch State Lottery Embraces Craftsmanship Over AI Speed
By
Tom May
Pure flour-power. Hearty enough to carry you through lunch.
Summary
TBWA\NEBOKO created a stop-motion animation campaign for the Dutch State Lottery's New Year's ad, deliberately choosing a labor-intensive technique that produces only 5 seconds of footage per day. In an era dominated by AI-generated content and pressure for faster, cheaper production, this approach represents a defiant commitment to craftsmanship and human artistry. The article explores why this creative choice made strategic sense for the lottery brand, contrasting the slow, meticulous process of stop-motion with modern digital shortcuts.
Key quotes
· 3 pulledIn 2024, when AI can generate entire commercials before lunch, when deadlines compress, and budgets tighten, when 'faster and cheaper' has become advertising's unofficial mantra, TBWA\NEBOKO's latest work for Staatsloterij feels almost defiant in its use of stop motion.
For this New Year's ad for the Dutch State Lottery, every character, prop and miniature Dutch streetscape was built and animated entirely by hand, one milli
In an age of AI-generated shortcuts, one Dutch lottery campaign chose a style of animation where five seconds takes a day. Madness or genius?
You might also wanna read
NIOD's 'The New York Facial' campaign reframes city pollution as a toxic skincare treatment
Luxury skincare brand NIOD, in collaboration with Uncommon Creative Studio, has launched a social film called 'The New York Facial' that sub
Creative Boom·3mo ago
Freelance creatives face existential crisis amid AI disruption and industry slowdown
The article examines the current crisis facing freelance creatives, triggered by a designer's Instagram question about whether their career
Creative Boom·3mo ago
February 2025 creative industry round-up: major hires, acquisitions, and agency launches signal sector-wide restructuring
A monthly round-up of significant hires, promotions, partnerships, acquisitions, and agency launches across the creative industry in Februar
Creative Boom·3mo ago
Creative Boom community shares mixed emotions about 2026: from cautious optimism to exhaustion
Creative Boom surveyed their community (via The Studio network) about how they're feeling about 2026 so far. The responses range from cautio
Creative Boom·3mo ago
UK creator report warns generative AI is already damaging creative livelihoods
A coalition of UK creator-led organizations, led by the Association of Illustrators (AOI), has released a report titled "Brave New World? Ju
Creative Boom·3mo ago
Creative Industry People Moves: Hires, Promotions, and Studio Expansions Shaping 2026
A monthly round-up of the creative industry's major people moves, including agency hires, promotions, partnerships, studio expansions, and m
Creative Boom·4mo ago