In Spain, lottery numbers are divided into tenths so many people play the same number. Families and friends play together, and if the win, they win together. With this in mind we created the following concept: “There’s no bigger prize than sharing”.
The campaign started with a trailer ad, showing a group of friends, regulars of a neighborhood bar, that are about to win the big prize. It drove traffic to an immersive experience that made viewers feel all the excitement happening at the bar, when they find out. As they entered the bar, they would encounter the different winners and could watch their stories.