National Lottery

Stig Broeckx Campaign


Almost three years have been passed since Stig Broeckx was involved in a serious crash and ended up in a coma whilst riding for Lotto Soudal.

His long and courageous road to recovery inspired the Belgian National Lottery to crown the bravest Flandrien during the Tour of Flanders and thus pay tribute to Stig Broeckx. Thanks to him and the different stakeholders, this initiative ended up as a success.


Extending an existing partnership, Flanders Classics and the Belgian National Lottery announced a new initiative during the men’s Tour of Flanders. 

Sometimes a really good idea pops up dangerously close to the deadline. It is great to work with a partner who takes up the challenge and puts everything at work to bring the idea to life. Sporthouse Group did this in excellent way with very relevant input, fast action, a very performant production and content team and a well-targeted network.
The collaboration resulted in strong creative content which touched the right people with a very engaging message. Really good idea’s deserve nothing less!

- Joke Vermoere, Corporate & Brand Communication Management at Nationale Loterij.


TBWA Belgium came up with the idea to transform 'Broektestraat' into 'Broeckxstraat', the GP Stig Broeckx was born.

On Sunday 7 April, the racers competed in a race-within-a-race during the “Grote Prijs Stig Broeckx”. The Belgian National Lottery provided €5.000 prize money, which the winner could donate to a charity of his choice. The Lottery also donated € 5.000 to Stig Broeckx for a charity of his choice. 


Take a look at the full campaign case. Enter your details below and download this case for free.