Observed Signal · Jul 30, 2026 · Campaign Launch · Source: Horizont · Impact: 1/5 · Sentiment: Positive
Thjnk launches 'Feel Glück' campaign for Lotto Baden-Württemberg
Thjnk Munich has unveiled its first work for Lotto Baden-Württemberg after winning the account in a pitch last year. The new brand campaign, titled "Feel Glück", brings the state's entire lottery portfolio under a single brand roof and centers on surprised, joyful reactions when people learn they have won. The campaign includes a 45-second cinema spot with shorter cuts for TV, streaming, digital and social channels, as well as multi-stage out-of-home, point-of-sale materials and radio spots. The spot was produced by Akkurat and directed by Robin Polák, with postproduction by Recom and music by Not A Machine.
Regional agency win and brand campaign launch with limited industry-wide impact; primarily relevant to creative and production services.
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Key Takeaways & Evidence Grounding
- Thjnk Munich won the Lotto Baden-Württemberg advertising account in a pitch last year.
- Thjnk launched a new brand campaign for Lotto Baden-Württemberg called "Feel Glück" that unites the state's lottery portfolio under one communicative roof.
- The creative execution features a 45-second cinema spot plus shorter versions for TV, streaming, digital and social, complemented by multi-stage OOH, PoS materials and radio spots.
- The spot was produced by Akkurat and directed by Robin Polák; postproduction was handled by Recom and the music by Not A Machine.
Ontology Mapping & Concepts
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