AGENCY: Proximity Madrid
PRODUCT: La primitiva
CLIENT: Loterías y Apuestas del Estado
MEDIA: Spot, Outdoor, Radio & Online
COUNTRY: Spain
Global Chief Creative Officer: Eva Santos
Executive Creative Director: Susana Pérez
Creative Director: David Vijil
Creative Supervisor: Raúl Somaza
Copy: Fernando Esteban
Art Directors: José Luis Díez and Antonio Jiménez
Head of Planner: Miquel Mas
Executive Account Director: Cristina Esteras
Brands Group Director: Javier Arranz
Account Director: Sandra Cabrera
Account Executive: Esla de Murga
Head of Production: Gemma Selga
Production Company: Pueblo Films
Director: Augusto G. Zapiola
Executive Producer: Toni Martínez
DoP: Pablo Hernández
Editor: David López
Post production Company: El Ranchito
Audio Company: Bigotes
Sound Production: Sonomedia
Published: May 2018
Synopsis:
“La Primitiva” is one of the most beloved products sold by the state lottery administration (Loterías y Apuestas del Estado). Everyone dreams of winning La Primitiva, and we discuss what we would do if it happened with our relatives, friends, and colleagues, but... do we actually buy tickets?
"The belief that these are no more than wishes and dreams, and we are never actually going to win caused us to think in terms of "why not?" If you believe that “fate is a capricious mistress”, then why shouldn’t she choose you? All you have to do is buy a ticket for “La Primitiva”, otherwise, you won't be in with a chance the week that Fate chooses you.
The campaign revolves around two characters, “Mr Eldestino” (Mr Destiny), a capricious man with unusual desires, and his faithful secretary, a calm person who attends to him and caters to his demands. Together, they are responsible for “picking” the winner of each lottery draw according to his whims which, as you will see, are very amusing.
The characters are designed to encourage viewers to act instead of just wishing, showing them that if they want to win and make their dreams come true, they have to take part by buying a ticket. And all with a very clear message: “Since Fate, or in this case Mr Eldestino, is capricious, anyone can win. Don't risk it and buy a ticket for “La Primitiva”. Because in this country when you play “La Primitiva”, you are “trying your luck”.