Passion Pictures & Blur Films are proud to announce the release of the TV campaign for Lotería de Navidad, Spain’s national lottery, drawn once a year at Christmas. More than just a prize draw, the Lotería, ‘El Gordo’, is considered the world’s biggest lottery; a highly anticipated yearly event in the Spanish cultural calendar with more than 46 million entrants. For the second year running, the lottery’s campaign comes in the form of a short narrative film, and this year, Passion was approached to help take on the challenge of warming the nation’s hearts with an animated spot.
The 3.5 minute long film was an international collaboration, with Blur Films Spain, the talent of directors Againstallodds as well as the creative team at Leo Burnett in Madrid. The film, which aired on the 17th of November in Spain, features the protagonist Justino, a mannequin factory’s nighttime security guard, whose thoughtful jokes capture the imagination of his daytime colleagues. This inspires them to enter Justino into the lottery draw and eventually share their winnings. Loteria is all about the spirit of sharing, reinforcing the values we all associate with Christmas and the festive season.
The stakes were high for this year’s Loteria campaign. After the success of the 2014 live action commercial, the nation has been waiting in eager anticipation of this year’s animated film. Excited to be a part of this project, Passion’s producer, Duncan Gaman, said "it has been a real joy to produce the collaboration between the Againstallodds directors and the creative team of Jesus & Juan at Leo Burnett in Madrid’. He added, ‘The film, which took over four months to complete, has a simple, yet powerfully moving narrative at its core’. Similarly, the team at Againstallodds said that they jumped at ‘the opportunity to create a short film with a real story and characters, rather than something that is totally product-driven".
The winners for year’s Lotería de Navidad will be announced on the 22nd of December. Till then, participants can enjoy Justino’s story, one that has been brought to life through his own Instagram feed, as well as a Facebook page for the Fábrica de maniquíes El Pilar.
Full Credits
Agency – Leo Burnett Madrid
Creatives – Juan García-Escudero, Jesús Lada
Agency producer – Esther Garcia, Nicolas Sanchez
Directed by Againstallodds
Production Company – Passion Pictures
Executive Producers – Lucie Friar, Ryan Goodwin-Smith, Johan Gustavsson
Producers - Duncan Gaman, Fritte Colliander, Daniel Rådén
Spanish Production and Post Production Company – Blur Films
Executive Producer – Mario Forniés
Producer – Pablo Garcia
CG Production – Milford Creative Studio
CG supervisor - Robert Krupa
Audio – ‘Nuvole Bianche’, Einaudi Ludvico
Composer – Joan Martorell