Koning TOTO-De Nederlandse Loterij
Royal playlists to support the #koningtoto campaign

TOTO is king when it comes to sports-betting in the Netherlands. In their new 360 advertising campaign Sjaak Swart, a Dutch ex-pro player, challenged rapper Donnie to become the new Koning TOTO – King TOTO – in a rap battle.

Because the campaign was fuelled by music – football and hip hop are intrinsically linked – Amsterdam Waves helped create playlists for both Sjakie and Donnie, capturing their personalities by focussing on their background, interests and generation. Giving the audience the opportunity to get to know their kings and have some fun with TOTO.