Contrapunto BBDO has launched its first work for the Spanish Christmas Lottery with this year’s execution of the already famous “What if it lands here?” campaign, reminding everyone that the Christmas Lottery could fall anywhere in Spain.
Like every other year in July, the Christmas Lottery is now on sale.
This is an unusual month. People are thinking about their holidays, about packing their bags, making summer plans, relaxing, and enjoying themselves in the company of their loved ones, flying to the other side of the world... which is why it is always a challenge from a communication standpoint being able to reach and remind people that, wherever they go this summer, any destination could be the lucky recipient of the winning number in the draw to be held on December 22nd.
Last Christmas saw the most widely distributed Big Prize in history. And because of this, given that every corner of every city, town and village could be the lucky place, the agency wanted this year’s campaign to feature the nation’s best fortune-tellers, astrologers, clairvoyants, futurologists and stargazers and for them to give people a few clues on where to become the next lucky winners.
They are Esperanza Gracia, famous astrologer; Miguel Pacheco, futurologist; Ursula Dulcinea, tarot card reader and Pablo Raijenstein, a mentalist.
Each one has made their own small contribution, and all of them got it right: the Spanish Christmas Lottery “El Gordo” could be wherever you are enjoying your holiday; by the seaside, in a small mountain village where you have gone to seek peace and quiet or in any of Spain’s busy, bustling metropolises. The important thing is not to forget to come back from your holidays without a Christmas Lottery ticket duly purchased.
This is one of the longest-running National Lottery campaigns after the Christmas Lottery campaign itself, with multimedia presence and a wide range of special actions implemented, such as extensive OOH across different digital and paper circuits, television, cinema, digital, press, magazines, supplements as well as special actions on beaches. Also, something new for the Spanish State Lottery was presence on the WAZE App to provide practical information regarding the Christmas Lottery POS in coastal areas, places that are typically very crowded at this time of year.
And, since not even the best fortune tellers know where El Gordo might land this Christmas, it’s best to buy a ticket wherever you go so that you don't have any regrets come December 22nd.
Creative Agency: Contrapunto BBDO
Creative Director: GONZALO URRIZA
Creatives: JOSE MARIA CORNEJO, FERNANDO GALINDO, PEDRO REGO, VICTOR GÓMEZ
Producer: MELISSA FERRERO
General Creative Director: CARLOS JORGE
Account Director: PATRICIA MIGUEL
Account Supervisors: EVA RUIZ, SUSANA PASTOR
Account Executive: VALLE MORALES, LYDIA RUIZ-ESPEJO
Director of Production: GEMA CRESPO