Last year, Leo Burnett’s animated film, Justino, for the Spanish lottery, which is drawn just before Christmas every year, made a lot of people feel the power of good. One million people watched it in its first week and Leo Burnett was rewarded with the Grand Prix in Cyber at Cannes among other awards.
It’s really hard to outdo a success like that. But that’s exactly what Leo B has done. This year, the agency has created a five minute film about a grandma, a retired teacher called Carmina, who thinks (mistakenly) that she has won the Spanish Lottery. It’s better if you watch it – so no spoiler – here’s the film, with its perfect summation (tagline), There’s no bigger prize than sharing.
The annual Spanish lottery has been a national tradition since 1812 where people come together to “share” the lottery by purchasing tickets in groups with friends and family, and often, with their local community at neighbourhood bars. It’s the biggest lottery prize in the world and is scheduled to announce on December 22 this year.
Similar to the follow-through for Justino, fans of Carmina are encouraged to visit the lottery’s interactive website. There they will discover that there’s more behind the story and they can help Carmina’s son and grandson rally the townsfolk to celebrate with Carmina.
The campaign is also running in outdoor, press, radio and others.
Credits:
Client: Loterías y Apuestas del Estado [The Spanish Lottery] – Eva Pavo & Federico Fernández
Agency: Leo Burnett Madrid
Chief creative officer: Juan García-Escudero
Executive creative officer: Jesús Lada
Creative director: Ignacio Soria & Arturo Benlloch
Art directors: Javier Lopez Canle
Account director: Sara Iglesias
Account manager: Sara Cubillo
Producers: Nico Sánchez & Juanjo Ocio
Production company: RCR
Director: Santiago Zannou
Executive director: Miguel Escribano
Music: Fernando Velázquez
