The Christmas Lottery is one of the most anticipated campaigns of the year in Spain. The draw is already a tradition, and the launch of the spot means for many, the beginning of Christmas. Once again, the brief aimed to to transmit the values associated with the dynamics of the draw, often centered around sharing a Lottery ticket. With ingredients so similar to previous years, how could we continue to be relevant in the face of a long-awaited campaign?

We found an opportunity in the context to incorporate a social layer and give the campaign a more profound message. Because in Vika's story, the idea of sharing takes on a new significance: the Christmas Lottery is not only a raffle capable of uniting us with the people of our country, but also those who come from far away.

One autumn morning, Marta meets a new co-worker. Her name is Vika and she has just arrived in Spain. Marta and Vika's spot tells the friendship story of two women capable of understanding each other without speaking the same language. Vika's character represents all those people who, during the year 2022, had to leave their home behind fleeing a war. Marta, the other protagonist, is the image of a society that has shown to live up to it by welcoming refugees. In the final scene, Marta's explanation is able to describe the essence of the Draw and also the solidarity character of an entire country.

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.