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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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The Spanish Lottery, Leo Burnett Madrid Kick Off Holiday Season With ‘December 21st’

The creators of 2015’s most acclaimed Christmas ad return with a heartwarming tale

Last year, an animated short film about a lonely night watchman won over audiences worldwide. “Justino” was dubbed the year’s best Christmas ad and took home a Cannes Lions Cyber Grand Prix. The Spanish Lottery and Leo Burnett Madrid, the team behind “Justino,” return with a new film, “December 21st,” kicking off the holiday season and reminding us that sometimes winning isn’t everything.

In the new spot, Carmina, a retired teacher in a quaint seaside town in Spain, mistakes a replay of the previous year’s lottery announcement for her own and rushes out in excitement to inform her neighbors. While everyone is aware the announcement isn’t due till the next day, their love and support for Carmina inspire them to get in on the act as Carmina’s son and grandson rally the townsfolk to keep the celebration going. They toast with champagne, ring the church bells, stage a news interview, and even get the local police to lead the way to the local lighthouse for a big party.

As neighbors embrace Carmina, it becomes apparent that winning is secondary, in keeping to the lottery’s theme of “There’s no bigger prize than sharing.”

The annual Spanish lottery is a highly celebrated national tradition since 1812. People come together to “share” the lottery by purchasing tickets in groups with friends and family, and often with their local community at neighborhood bars. This biggest lottery prize in the world will be announced on December 22.

Fans of Carmina can visit and join a Facebook Messenger group to help Carmina’s son and grandson organize the townfolk to celebrate and keep her excitement alive. Community managers on the Facebook Messenger platform are interacting with the audience as characters in the film. The campaign will also run on outdoor, press, radio and others.