The Christmas Lottery is one of the few advertising campaigns that generate expectation in Spain. Which is a challenge to continue surprising and exciting the viewer. To achieve this, we look into the essence of the draw. Because, what makes the Christmas Lottery special? The real stories that arise around it and that fill the newspapers year after year, every December 22. That was the inspiration for the campaign: the ability of this raffle to turn the ordinary into something extraordinary.

“Three Orchids”, one of the spots that make up the campaign, is a fiction based on the reality of those stories and the values they represent. In this case, the altruistic generosity of someone who returns a winning ticket without expecting anything in return.

A Christmas Lottery ticket flies over the sea, blowed by the wind, until it crashes against the window of a lighthouse. On its back, there's an enigmatic dedication:

"For Julia, three orchids." This is how the story of the lighthouse keeper begins, a man who unexpectedly receives a lost lottery ticket that has won the first prize. "Three Orchids" blends Christmas fantasy with a thriller movie, and conveys to the viewer the moral dilemma faced by the protagonist: return the ticket to its real owner or keep it and claim the prize.

The campaign achieved a 75% increase in brand awareness. Over 1,300 press clippings were obtained at the PR level, with a 568% growth in audience, resulting in an earn media value of over seven million. Sales increased by 5% compared to the previous year, reaching a historical record for the brand.

These results demonstrate how advertising can go further when it connects with people. Because the true objective of the Christmas Lottery campaign is to continue reflecting the values of the Lottery in those of an entire country, adapting to the current reality of Spanish society.