The Spanish Christmas lottery campaign is one of the most anticipated advertising campaigns of the year in Spain. To put it in perspective it’s our John Lewis or Sainsburys. Increasing sales an notoriety are always key objectives. This year expectations were really high because of last years campaign, that sold more lottery tickets than ever after a six years decline. It is also important to know that our National Lottery has a history of 250 years, and the buying and sharing of numbers amongst family, friends, workmates colleagues etc. is a huge Xmas tradition. In Spain every number is divided into tenths so people are used to buy tickets with the same number. If they win, they all win together.

Justino, a night guard in a mannequin factory, spends his nights by himself doing his job but not feeling lonely, because the mannequins make him company. One night like any other, he decides to interact with his unknown peers of the the day time, so he starts to leave fun and loving messages helped by the mannequins. Meanwhile, their co workers make the traditional list that every company do during Christmas in Spain, to play the Christmas Lottery all together. However, Justino is too busy preparing his surprises that doesn’t realize the presence of the list. When his workmates win “El Gordo” (Spanish Great Prize), Justino discovers that he was never alone after all.

For the first time, an animated short film was broadcasted entirely and simultaniously in all Spanish tv channels. The day before, we prelaunched it on Youtube with great success reaching 1M views within the first day and becoming Spain’s nº1 Trending topic and 5th worldwide. This helped drive the interaction in social networks thanks to Justino´s Instagram account and the Mannequins Factory Facebook page. Where there was a constant Day and night flow of content.