Staatsloterij has kicked off its Olympic Games campaign with a short film built around the message, “Staatsloterij supports dreams.” Released from Rijswijk on January 28, 2026, the film features Olympic champions Sven Kramer, Ireen Wüst, Gianni Romme, Irene Schouten, and Nicolien Sauerbreij, and it calls on the Netherlands to support TeamNL as athletes pursue medals in Italy.
The film, titled “De Droom van Milaan” (The Dream of Milan), is framed as a mission briefing on a secret location in Milan. Action-style scenes follow, including Schouten moving through the city and Sauerbreij traveling via the slopes of Cortina d’Ampezzo toward the “mission room,” underscored by the line, “It’s time.” The film is scheduled to run through February 22 across social media and via channels from DPG Media.
Alongside the film, Staatsloterij is rolling out a new TV commercial as the central creative for the wider Olympic campaign. The spot features Joy Beune reflecting on earlier heroes, including Yvonne van Gennip, before shifting to Beune’s own moment. Michael Kastelijns, managing director lotteries at Nederlandse Loterij (parent organization of Staatsloterij), positioned the campaign around the idea that Olympic dreams from past Games inspire the current generation. The TV commercial is set to launch January 30 at 19:00, with an omnichannel plan running through February 22 across social, online, radio, out-of-home, and retail channels.