Post by account_disabled on Jan 8, 2024 6:55:49 GMT
«Share as always. "Share like never before" is the claim chosen this year by Loterías y Apuestas del Estado to launch its traditional Extraordinary Christmas Draw campaign , signed by the agency Contrapunto BBDO. This year, Loterías travels through history to remember the role that the Christmas tenth has had for different people at key moments. Gonzalo Urriza , Creative Director of Contrapunto BBDO, and Federico Fernández , Head of the Advertising Department of SELAE, have told MarketingDirecto.com what is behind the Loterías campaign, what the creation process has been like and what challenges have been 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, no matter what 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. "To think about something so long ago 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 excitement . «Obviously being very careful in how we handled that emotion Phone Number List and the stories we are living because we are all on the surface and we did not want to fall into certain places. Together we found a way to find a piece that told what we wanted and that worked as a wild card, so that no matter what happened it could work, and we believe we have achieved it. If you do not display the embedded video correctly, click here . «We had to find balance with the situation we were experiencing. It was important not to go overboard because it is not appropriate. Finding the balance between 'I have to excite' and 'I can't lose sight of the fact that what I'm telling is the Christmas Lottery', which is something so much ours, was complicated, and in the end I think we found it together," Federico Fernández tells us. . "They are stories that have happened to all of us, that we have experienced or that we have had close to them, and for me that is the success of the campaign," he adds.
We had to take many things into account, even very interesting stories appeared that, told with a mask, might not have been such good stories." The goal was to connect with people. « We have become accustomed to this sharing with friends and family but it is something atypical . It is surely the only draw in the world in which it is done. We believe that it is a great differential that it is good to continue counting, and it seemed to us that this sharing this year was going to be very special," says Urriza. The truth is that this year new ties have appeared, such as those that emerged between neighbors during confinement. The process of creating the campaign was "atypical" due to the situation that society is going through as a result of the coronavirus crisis. «We had to take many things into account, even very interesting stories appeared that, told with a mask, might not have been such good stories. But we have found a very nice piece that finds a very good balance and that we hope works ," details the creative director of Contrapunto BBDO. "As for production, everything is different and strange, but when everyone is very excited about the project everything flows well ," explains Fernández.
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 excitement . «Obviously being very careful in how we handled that emotion Phone Number List and the stories we are living because we are all on the surface and we did not want to fall into certain places. Together we found a way to find a piece that told what we wanted and that worked as a wild card, so that no matter what happened it could work, and we believe we have achieved it. If you do not display the embedded video correctly, click here . «We had to find balance with the situation we were experiencing. It was important not to go overboard because it is not appropriate. Finding the balance between 'I have to excite' and 'I can't lose sight of the fact that what I'm telling is the Christmas Lottery', which is something so much ours, was complicated, and in the end I think we found it together," Federico Fernández tells us. . "They are stories that have happened to all of us, that we have experienced or that we have had close to them, and for me that is the success of the campaign," he adds.
We had to take many things into account, even very interesting stories appeared that, told with a mask, might not have been such good stories." The goal was to connect with people. « We have become accustomed to this sharing with friends and family but it is something atypical . It is surely the only draw in the world in which it is done. We believe that it is a great differential that it is good to continue counting, and it seemed to us that this sharing this year was going to be very special," says Urriza. The truth is that this year new ties have appeared, such as those that emerged between neighbors during confinement. The process of creating the campaign was "atypical" due to the situation that society is going through as a result of the coronavirus crisis. «We had to take many things into account, even very interesting stories appeared that, told with a mask, might not have been such good stories. But we have found a very nice piece that finds a very good balance and that we hope works ," details the creative director of Contrapunto BBDO. "As for production, everything is different and strange, but when everyone is very excited about the project everything flows well ," explains Fernández.