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Category
Integrated Branding
Annual ID
OS_CP17053M
About the Work
The film tells the story of Carmina, the village's retired teacher, who, on the morning of December 21st, thinks she has won the big prize, because she has seen on TV a news story on last year's Christmas Lottery. Her joy is so big that no one feels capable of telling her she is making a mistake. Through the website www.21dediciembre.es, users were able to be part of the different aspects of the story by turning the mobile while watching the spot. Up to eight stories could be discovered in this way. But they also were able to be an active part of the story and help Carmina's son to organize the village so Carmina won´t find out the truth. So we created live conversation in Messenger, where the characters of the film asked users to help them to keep alive Carmina's illusion.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Leo Burnett / Madrid
Production Company
RCR / Madrid
Chief Creative Officer
Juan Garcia-Escudero
Creative Director
Ignacio Soria
Arturo Benlloch
Director
Santiago Zannou
Executive Creative Director
Jesús Lada
Producer
Miguel Escribano
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