MADRID – The Spanish National Lottery is a huge annual Spanish tradition where family, friends and colleagues buy and share lottery numbers. In Spain, the atmosphere of the Christmas season and the Christmas National Lottery are deeply intertwined. This is one of the most anticipated ads of the year in Spain and always comes with great exposure.
This year’s ad, ’There’s no bigger prize than sharing’ launched November 12, gathered 5 million YouTube hits within a week, and trended on Twitter for three days.
The concept “The biggest prize is sharing” is the backbone of the campaign. Shot by the young and talented, Goya award winner Santiago Zannou, these films portrait the human stories of the people that bought the winning number at their neighborhood bar.
The central piece, a 150-second story, interconnects the eight other stories. In the first installment, Manuel sees his friends at the neighborhood bar celebrating winning the top lottery prize and goes to congratulate them.
Presumably, he didn’t get his money to Antonio in advance. When he congratulates Antonio, the bar owner, he’s presented an envelope with a winning lottery ticket that Antonio held for his friend Manuel.
Watch the central piece: https://www.youtube.com/embed/qHCNe_J1GGk?vq=hd1080&autoplay=1
See all 9 episodes at www.elbardeantonio.es
CREDITs
Agency: Leo Burnett Iberia, Madrid
Advertiser: SELAE
Client Contact: Eva Pavo, Federico Fernández
Product: Christmas Lottery
Campaign: “There’s no bigger prize than sharing”
General Creative Director: Juan García-Escudero
Executive Creative Director: Jesús Lada
Digital Creative Director: Iñaki Martí
Creative supervisors: Ignacio Soria y Arturo Benlloch
Art Director: Zarik Ahuir
Client Services Director: Ricardo del Campo
Account Manager: Sara Cubillo
Digital Manager: Sergio Martinez
Accounts: Sandra Arán, Beatriz Vazquez
Tech Team: Víctor Moreno, Horacio Panella, Luis Marcano
Producers: Nico Sánchez, Esther García, Jesydee Rivero
Production Company: RCR
Director: Santiago Zannou
DOP: Unax Mendía
Executive producer: Miguel Escribano
Producer: Natacha Martín
Music: “Glacier” by James Vincent McMorrow
