Loterias Y Apuestas Del Estado: 'December 21st' (Spain)

Contains the creative for the 'December 21st' campaign for Loterias Y Apuestas Del Estado by the agency Leo Burnett in Spain.

The story behind the campaign

Challenge

The Spanish Christmas lottery campaign is one of the most anticipated advertising campaigns of the year in Spain. To put it in perspective it’s our John Lewis or Sainsbury’s. Increasing sales and notoriety are always key objectives. It is also important to know that our National Lottery has a history of 250 years, and the buying and sharing of numbers amongst family, friends, workmates and colleagues is a huge Christmas tradition.

In Spain every number is divided into tenths so people are used to buying tickets with the same number. If they win, they...

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