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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

EVP David Kennedy


Lisa Morch

VP, Director of Knowledge Mgmt

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Spanish Lottery, Leo Burnett Madrid Elevates Holiday Spirit With ‘Danielle’

The 20-minute short film transcends expectations with an interstellar love story

Leo Burnett Madrid certainly reached for the stars in its latest work for the Spanish Lottery.

In 2015, we met “Justino,” the award-winning, Pixar-esque short about a night watchman. Then in 2016, the adorable grandma in “Carmina” filled our hearts with her love for community. This year, the Spanish Lottery has cemented its spot in the annals of Christmastime storytelling with “Danielle.”

In what Ad Age is calling “a moving, magical short film,” “Danielle” is an interstellar visitor who lands on Earth and meets Daniel, a Madrid tour guide. The story follows their shared story of hope, love and a lottery number, which forever binds them. Helmed by Academy Award-winning director Alejandro Amenábar, the enchanting story demonstrates the best part about the Spanish Christmas Lottery – there’s no greater gift than sharing with the ones you love.

The Spanish Lottery is the largest in the world, bringing together entire communities for the Christmas draw. It has continuously run every year since 1812, attracting global attention and growing ticket sales.

People come together to “share” the lottery by purchasing tickets in groups with friends and family, and often with their local community, such as at neighborhood bars. This year, the campaign, which has already been covered by Fast Company, Campaign Live and Adweek, came to life across TV, print, radio, out of home, cinema, display and a special online activation.

The new feature follows the theme of the film, allowing Spaniards to create connections with unknown lottery players who share their same number on Using their lottery numbers, represented as stars, players can form constellations with others who unknowingly share the same digits, creating new and surprising connections in the process. The site stunningly displays this cosmos of connections in a 360-degree experience that completes the core message: “El mayor premio es compartirlo” (“The biggest prize is to share it”).

November 17, 2017