DONNIE / SJAAK KING TOTO | Key Visual — Darren Smith Photographer

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Darren Smith is an Amsterdam-based photographer whose work explores the intersection of identity, ritual, and social environments, focusing on how individuals construct and perform presence within collective contexts.

Since 2016, his work Mayflies is a photographic series that continues to evolve on temporary communities, ritual time, and the construction of identity. The project is regularly expanded.

DONNIE / SJAAK KING TOTO

Key Visual, OOH, & POS

Client: TOTO
Agency: TBWA / NEBOKO
Creative: Billy Witbraad, Laura Bording
Retouch: Leonard van Vliet

A social-first campaign that turned sports betting into a playful battle for the title of King TOTO. Featuring Donnie and football legend Sjaak Swart, fans were encouraged to pick a side, sparking conversations, interactive content, and nationwide engagement across social and traditional media.

Shot in attachment with the TVC.

IDEA: Turn sports predictions into a battle for the crown. By framing betting as a competition between friends and iconic personalities, the campaign transformed fan participation into an entertaining, shareable social movement.