It's hard not to love this Cyber Grand Prix-winning initiative promoting "El Gordo," an annual holiday lottery in Spain.
While the rest of the industry obsessed over John Lewis' "Man on the Moon" last Christmas, "Justino" quietly went about its business—with a touching animated short about a night watchman at a mannequin factory who never gets to meet his day-timer co-workers. In an attempt to create a bond, he poses mannequins in fun scenarios as a way to greet them each morning. But when he sees news that the company had set up a lottery pool without him—and won—he's heartbroken. You have to see what happens next for yourself.
While brilliant even as just an online video, "Justino" took social sharing a leap further than most such promotions—even John Lewis' acclaimed holiday campaign.
According to Libris, the Spanish national lottery set up social media accounts specific to the #Justino campaign, with content optimized for each channel. In one, viewers could comment on their favorite scenes. In another, they could guess at key elements of the story line. In all, viewers were brought into the story even while becoming viral engines for it.
It was exactly this kind of finely crafted digital storytelling that inspired its Cannes win, according to reports in Ad Age.
Kudos to Leo Burnett Madrid and all involved for a job well done.
Join our LINKEDIN GROUP
Like us on Facebook
Follow us on Twitter
Listen in on iTunes