Laura Carrillo
Communications Director at Proximity Barcelona
Barcelona, Spain
Campaign Robbery
Advertiser Loterías Y Apuestas Del Estado
Brand Loterías Y Apuestas Del Estado
Date of First Broadcast/Publication
Business Sector Lottery & Gambling
Philosophy BACKGROUND “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? 

IDEA The campaign revolves again 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. But now, Mr. Destiny is who goes
arround the real world in person, searching for winners. But he
always chooses the worst possible moment.
Media Type Television
Global Chief Creative Officer
Executive Creative Director
Creative Director
Creative Supervisor
Creative Supervisor
Art Director
Executive Account Director
Brands Group Director
Account Director
Account Executive
Communications Director
Head of Production
Production Company
Executive Producer
Director of Photography (DOP)
Post Production
Sound Studio


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