An unearthly story about luck, love and the thrill of winning. Leo Burnett Spain has continued its tradition of creating heartwarming stories that interweave the good things that Christmas brings to the world (joy, community, generosity, giving) with the good things that winning the Christmas lottery brings. That latter invariably includes the joy of giving as well as the joy of getting.
This year too. #Danielle, the Spanish Lottery’s 2017 Christmas film “talks about the true meaning of luck and proves once again that the best part about the Spanish Christmas lottery is sharing it with the ones you love.”
The twenty-minute short film’s central character is a beautiful alien, who meets a tour guide from Madrid called Daniel by chance. Their story dances around the pleasing ideas of fantasy, optimism and love…all connected by the lottery that will change their destiny.
The film will also run in various cutdown lengths on TV and online, supported by print, radio, ooh, cinema and display.
Functionally, the film and this year’s online activation also highlight the unique nature of the lottery.
The Spanish Christmas lottery works on a unique system where numbers are divided into smaller parts so groups of people can play together, sharing a number. And if that number is drawn, everyone with part of it wins.
This year, for the first time ever, Spaniards will be able to create connections with other unknown lotto players that share their same number.
The website, danielleydaniel.com, will make it possible for players to upload their numbers and trough them find new friends or even something more.
Numbers will be represented as stars and there will be constellations with the new connections of people that share a part of the same number but had no idea they did.
Agency: Leo Burnett Iberia
Chief Creative Officer: Juan García-Escudero
Creative Directors: Gaston Guetmonovitch, Mercedes Lucena & Iñaki Martí
Art Directors: Javier Lopez Canle, Sergio García & Juan Frias
Copywriters: Jorge Castro, Federico Botella
Art Directors: Sergio Garcia
Copywriters: Iris Fernández & Teresa García
Account Director: Sara Iglesias
Account Manager: Sara Cubillo
Digital Leader: Carmina Serrano
Account Executive: Carlos Martín
Tech Team: Víctor Moreno & Horacio Panella
Channel Planner: Ana Matesanz
Agency Producer: Esther García & Gustavo Samaniego
Production Company: Caviar
Director: Alejandro Amenábar
Executive Producer: Alfonso Cazalilla
Producer: Mafe Bello
Music (original soundtrack): Danielle, created by Roque Baños
Client: SELAE (Christmas Lottery Draw)
Brand management: Jesús Mayoral, Federico Fernández & Margarita Moreno
Where Leo Burnett Spain has taken The Spanish Lottery before: