MADRID – Loterías y Apuestas del Estado (Spain’s State Lottery) has presented its new campaign, “December 21st”, dedicated to the Christmas Lottery.
The campaign, which revolves around a main spot that was featured on TV on November 15, picks up on the already famous claim “There’s no bigger prize than sharing” to tell a story full of humanity and optimism. Once again, the concept is based on the concept of sharing, a fundamental and unique characteristic of the Christmas Lottery in Spain.
Nevertheless, this campaign shows a significant difference from the two previous ones (“El Bar de Antonio” and “Justino”), since what is shared this year is the main character’s enthusiasm and joy.
The film tells the story of Carmina, the town’s retired teacher, who, on the morning of December 21st, thinks she has won the prize because she has seen on TV a news story on last year’s Chirstmas Lottery. Her joy is such that no one feels capable of telling her she is making a mistake and that the lottery really takes place the next day, so her loved ones gather all the neighbors to celebrate.
Due to Carmina’s love and generosity, the entire town celebrates a prize that isn’t real, up to the point that the prize comes in second to the happiness of sharing joy with your loved ones. Sharing becomes so important that Carmina, in a touching gesture, gives away her “winning” ticket to her family.
In order to tell this story, Loterías has developed the following versions of this spot, directed by Santiago Zannou: 4.45 minute long version (only available online), a 3.30 minute version for TV broadcasting and 60 and 30 second trailers. Also, as usual, outdoor, press, radio and POS adaptations have been developed. This campaign has been created once again by the agency Leo Burnett, who was responsible for the award-winning Christmas Lottery campaigns “El Bar de Antonio” (2014) and “Justino” (2015).
As an essential element this year, its important to mention the campaign actions that will take place online. Through the website www.21dediciembre.es, users will be able to be part of the different aspects of this story and help Carmina’s son and grandson organize the town people so Carmina can celebrate this very special prize. They will do so through a live conversation on Facebook messenger which will ask the participants to help the town people keep alive Carmina’s excitement. Users can live first hand up to eight stories that are part of the campaign.
