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Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer


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Spanish Lottery “Justino”

INSIGHT. Wealth, richness and money are wonderful things that can contribute to happiness. However, the Spanish Lottery believes there is no greater feeling or prize than sharing. And what better time to showcase the universal values of generosity, companionship and kindness than the holiday season? That is where the story of “Justino” begins.

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IDEA. The Spanish Lottery and Leo Burnett Madrid created “Justino,” their first animated short film. Launched to promote the annual Christmas Lottery, “Justino” does much more, taking viewers on a wonderful and whimsical experience in just a few short minutes — while clearly yet cleverly weaving the spirit of sharing into the story. The integrated campaign is composed of TV, online and social components — including @Justino_Vigilante’s Instagram page. “Justino” was a daring new endeavor for the brand; however, the audience’s response has been nothing but amazing.

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IMPACT. The film had over 1 million views on YouTube within a day and became Spain’s #1 trending topic on Twitter within just hours. The film won the hearts of journalists around the world, as it was featured in top publications such as The New York Times, Cosmopolitan, Huffington Post, MTV and E! News. “Justino” was named “the best Christmas ad” and “THE Christmas ad of the year.”