Using a Christmas insight to introduce a new lottery scratch card into the market

Juegos ONCE, one of the largest lottery companies in Spain, wanted to launch its new Christmas Scratch Card. So to do that we needed to empathize with the people through one of the most recognizable christmas insights by the users. To get one of those unfortunate gifts such as a robe, a travel guide or some dubious glasses.

In this way, and following the brand's tone of humor, we used that insight by iconizing it in a hilarious digital campaign in which an "illusionist" tried to transform all those unfortunate gifts into incredible gifts using "magic". But since he wasn't a very good magician, he was more likely to achieve this by playing the new ONCE Christmas Scratcher.