This year, as well as launching a new concept, the Christmas Lottery campaign, rolled out by Contrapunto BBDO, is also changing its format.
Every year, when people in Spain share a Christmas Lottery ticket, they are strengthening the bonds they have with the most important people in their lives. Because when you share a Christmas lottery ticket, you share so much more than the chance to win a prize. With a Christmas lottery ticket you're saying ‘I love you’, ‘You're my friend’, ‘I care’ or ‘We're a family’.
This year's Christmas campaign, ‘#UnidosPorUnDécimo’ (#UnitedByADecimal) features four stories, narrated in 90- and 60-second TVCs, that portray the feelings and messages that are generated around the people who share a Christmas lottery ticket. Four stories that stay well away from any kind of artifice as they present the unique quality of this Lottery, so deeply rooted in Spanish society, in a realistic, emotional and humorous way. Stories whose leading characters could easily be played by any one of us, our parents, our children, or our friends.
Pueblo Films has produced these commercials, directed by several renowned industry professionals (Rafael López Saubidet, Andrés Salmoyraghi and Augusto Zapiola) and shot over several days in Madrid with a great cast of actors boasting a long track record in the world of cinema, theatre and television series.
In addition to the TV ads, the campaign includes print, OOH, posters at POS, radio and cinema ads, digital formats and a website www.unidosporundecimo.com, where you can find all the campaign’s creative elements.