Justino
Lotería de Navidad (Loterías y Apuestas del Estado)2015
Justino is a 2015 animated television and cinema commercial for Lotería de Navidad, created by Leo Burnett Madrid.
The line
El mayor premio es compartirlo
Why it works
Justino guards a mannequin factory by night, so he never meets the colleagues who work by day, until he starts talking to them through the dummies, leaving little scenes and jokes for the morning shift to find. Absorbed in doing things for others, he forgets himself; his co-workers do not. Leo Burnett Madrid's film for El Gordo, Spain's Christmas lottery, was the first in the draw's history built on an animated short, directed over four months by Againstallodds at Passion Pictures and scored to Ludovico Einaudi's "Nuvole Bianche." It is studied for carrying the lottery's line, "El mayor premio es compartirlo" (the biggest prize is sharing it), through a character rather than a fantasy of winning, and for letting him live beyond the break on Instagram. Launched on TV and in cinemas on November 17, 2015, it was credited with lifting ticket sales by more than 4%, and at Cannes in 2016 it won the Cyber Grand Prix, only the fifth Grand Prix in Spain's history at the festival.
Techniques
- Storytelling Follows a night watchman who befriends the unseen day shift through mannequin scenes, with a payoff in which the colleagues he cares for remember him.
- Pathos Carries the lottery's message that sharing is the biggest prize through warmth and tenderness rather than any fantasy of winning.
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