TV still
Justino
Spanish Lottery · 2015
- Agency
- Leo Burnett Madrid
- Campaign
- Justino
Analysis
An animated factory worker stands beside a mannequin in a dim workshop. The Christmas lottery story builds recognition around a quiet working life.
Character storyEmotional association
Why it worked
The glasses and scarf give the worker an approachable identity. The industrial setting grounds the animation in an ordinary place where shared experiences matter.
Lesson
Make the person behind a purchase more memorable than the transaction.
Image source
© Spanish Lottery. Shown for study and commentary.
Not affiliated with or endorsed by Spanish Lottery.