Good luck

To re-engage players, Maria Casino set out to bring luck back to Denmark, a country known for happiness, but not necessarily good fortune.

A nationwide print and digital campaign tracked where luck was currently “living” in Denmark. On the campaign site, users could follow the daily flow of luck, see which names, regions and age groups were the luckiest, and play along for daily, weekly and spontaneous rewards.

With location-based communication across print and digital, the campaign stayed relevant wherever you were,

proving that luck might be closer than you think.