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BankGiro Loterij

The challenge

The BankGiro Loterij is the cultural lottery of the Netherlands. The lottery supports organizations working on culture and the preservation of cultural heritage, raises funds to support their activities and gives publicity to their work. IDTV+’s help was enlisted to creatively give the BankGiro Loterij and the cultural institutions involved a stage and a wider audience. Through this collaboration, the BankGiro Lottery wanted to introduce people to art in a low-threshold way, from the comfort of their own living room.

The solution

Based on the idea that everyone has an opinion about art – whether you know something about it or not – the series Cultuursnuivers (Culture Sniffers) was born. Over the span of eight episodes, couples visited eight different museums, with complete freedom to give their unvarnished opinion on the works they saw. There were both art experts and complete amateurs – who didn’t mince words. A curator or director would then explain the works. The result? Sometimes spirited and often hilarious comments. A nice reflection of how people experience art, as well as a relaxed and innovative way to bring art to people.

The series could be viewed on the BankGiro Loterij’s YouTube channel ‘Beleef meer bij de VriendenLoterij’ (Experience more at the FriendsLottery), formerly known as ‘#beleefmeer’.

The result

An average of 35k views per episode on YouTube and an incredibly enthusiastic response. The series was brought to the attention of a large audience through media platforms such as and Koffietijd.

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