Advertiser: Loterias Y Apuestas Del EstadoAgency: Leo Burnett MadridCountry: Spain
Objectives
For second year in a row, the agency had to develop the Spanish Christmas Lottery campaign, and this time the biggest challenge actually was the previous year campaign: 2014 concept, There’s no bigger prize than sharing,became a veritable social phenomenon. Its ability to build the human, intimate and highly emotional component traditionally associated with the festive season in Spain back into the Christmas lottery Draw also proved to be highly effective in terms of sales, reversing, for the first time,...