Advertiser: Loterias Y Apuestas Del Estado
Agency: Leo Burnett Madrid
Country: Spain


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, a negative trend spanning five consecutive years.

The huge success achieved in the previous 2014 campaign had set the bar extremely high for 2015. We had got the concept right, and so we needed to continue to build on that and move steadfastly in the same direction. But how could we keep the momentum? How could we surprise people again?