There’s No Greater Prize Than Sharing - Justino
The Spanish Lottery
Issue 38 | March 2016
Agency
Leo Burnett Madrid
Creative Team
Chief Creative Officer Juan García-Escudero Executive Creative Director Jesús Lada Digital Creative Director Iñaki Martí Creative Supervisors Ignacio Soria Arturo Benlloch Art Directors Javier López Canle Sergio García
Production Team
Producer Nico Sánchez Esther García Production Company Blur – Passion Pictures Director Against All Odds Executive Producer Mario Fornies Producer Pablo García Acon
Other Credits
Client Service Director Ricardo del Campo Account Manager Sara Cubillo Account Jesús Álvarez Head of Digital Tania Cavada Account Executive Sandra Arán Tech Team Víctor Moreno Horacio Panella Luis Marcano
Date
Christmas 2015
Background
In Spain, the annual Christmas lottery was a tradition that stretched back to 1812. Even though it could mean standing in a queue for hours to buy tickets, many Spaniards looked forward to participating in it because the prize draw was an event they could share together and, if they won, win together.
Previous campaigns had caught the public's imagination. In 2015 the task was to celebrate the universal values of generosity, companionship and kindness at Christmas in an even more memorable way.
Idea
The animated short told the story of Justino, a lonely security guard in a mannequin factory. Because he worked the night shift, there was little chance to interact with his co-workers. So what he did was to create amusing tableaux every night with the mannequins for his colleagues to find the next morning.
And they, in their turn, found a way to repay his generous spirit in kind.
As well as the film, the campaign also comprised online and social components, including @Justino_ Vigilante's Instagram page, which was active throughout the holiday season.
Results
As a reward for being daring with this new departure, The Spanish Lottery received over one million views on YouTube within a day and became Spain's #1 trending topic on Twitter within hours. It moved up to #5 in the world. The film also won the hearts of journalists around the world, featuring in publications such as The New York Times, Cosmopolitan, Huffington Post, MTV and E! News. One national newspaper named it "the best Christmas ad" and it was honored as one of Adweek's top 10 ads of the year.
Our Thoughts
In the past, we’ve been guilty of rejecting work for Directory because “it’s just an ad”, as if traditional craft skills are somehow irrelevant in this brave new digital world. But here’s proof people will watch an advert on YouTube if it tells a story that’s sweet natured and heartwarming. And you don’t have to use a content creator to reach your audience. You really still can sit down and write a script, hand it to a director and spend months making sure the idea is executed painstakingly well. Advertising and art meet in this three-minute narrative, which deserved to be rated one of the best Christmas offerings this year.