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Madrid

#Justino’s Tale Captures the Joy of Sharing for Spain’s Christmas Lottery

Trust an animated character to have you sobbing at your desk and believing in the beauty of humanity again.

Leo Burnett Madrid kicks off the holiday season in Spain with the unveiling of the highly anticipated ad for Spain’s Christmas Lottery. This year’s campaign runs on the same theme as 2014, “There’s no bigger prize than sharing.” It’s an idea that resonates universally and also touches on values such as generosity, companionship, friendship and kindness.

The animated film, “#Justino,” features a security guard at a mannequin factory. Since Justino works the graveyard shift, he has very few chances to interact with his coworkers. With a little bit of creativity, Justino devises ways to connect with his colleagues by using the factory’s mannequins to create situations both amusing and moving. His coworkers appreciate his playfulness each morning, and find a way to repay his generous spirit in kind.

One new feature this year is social media activation. The factory, “Fábrica de Maniquíes El Pilar,” has its own Facebook profile reporting on its day-to-day activities. And we can follow Justino’s nights in real time via his Instagram account @justino_vigilante.

On Nov. 16, #Justino, from the animated short, became the No. 1 trending topic in Spain and No. 5 in the world on Twitter. The film exceeded 1 million views on YouTube within a day.

A national tradition since 1812, Spaniards look forward to the annual Christmas lottery even if it means standing in line for hours to purchase the tickets. Nicknamed El Gordo, which means “the fat one,” prizes are valued up to more than €2.2 billion, making it the biggest lottery prize in the world.

It’s common to “share” the lottery by buying “participaciones,” or “shared tickets” at offices, with friends and family, and at bars. The belief is that the Christmas lottery is unique because it’s one that Spaniards participate in together, and if they win, they win together.

The winners will be announced on December 22.