The Spanish Lottery and Leo Burnett Madrid are introducing "Danielle", a short film to encourage people to participate in this year's Christmas lottery, which offers a prize considered the biggest in the world. The Spanish Lottery is a national tradition dating back to 1812.
This annual tradition finds people coming together to “share” by purchasing tickets in groups with friends and family, and often, with their local community at neighborhood bars.
Directed by Academy Award-winning director Alejandro Amenábar, “Danielle" introduces an interstellar visitor who unexpectedly lands on earth and meets Daniel, a tour guide from Madrid.
The film is supported with an online activation that plays off the Spanish Christmas Lottery’s friend-purchasing system. For the first time, Spaniards are able to link with unknown players who share the same number on danielleydaniel.com.
Using their lottery numbers -- represented as stars -- players are invited to form "constellations" with others with the same number.
The campaign runs across TV, print, radio, out-of-home, cinema, and display advertising.
For the past two years, Spanish residents have eagerly anticipated these ads, similar to John Lewis's holiday promotions in the UK. The Spanish Lottery and Leo Burnett Madrid first introduced the Cannes-winning piece "Justino" the janitor in 2015, which was followed up with last year's "Carmina."