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Loterías y Contrapunto BBDO nos cuentan qué hay detrás de la campaña de Lotería de Navidad 2020 is the claim chosen this year by Loterías y Apuestas del Estado to launch its traditional Christmas Extraordinary Draw cell phone number database download campaign , signed by the Contrapunto BBDO agency. This year, Lotteries travels through history to remember the role that the tenth of Christmas has played for different people at key moments.

Gonzalo Urriza , Creative Director of Contrapunto BBDO, and Federico Fernández , Head of SELAE’s Advertising department, have told MarketingDirecto.com what is behind the Lotteries campaign, how the creation process has been and what challenges they have faced in a difficult year full of uncertainty due to the pandemic. “We found a way to find a piece that told what we wanted and that, whatever happened, could work”

“It was a challenge for both the client and ours,” says Urriza. The first challenge was to think about the campaign in June, the month in which the brief arrived. “Thinking something so long before when today everything changes from one day to the next, projecting how we were going to be at this moment was a challenge,” he emphasizes.

What they did know then were the ingredients of the campaign: it had to have the element of sharing that so distinguishes this Lottery and seek emotion . «Obviously being very careful in how we handled that emotion and USA Phone Number Database the stories that we are living because we are all on the surface and we did not want to fall into certain places. Together we found the way to find a piece that told what we wanted and that worked as a wild card, that whatever happened could work, and we believe that we have succeeded ».

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