my role: concept / script.
THE CAMPAIGN EVERY SPANIARD WAITS FOR EACH CHRISTMAS
Spain’s Christmas Lottery commercial is basically our Super Bowl ad — the one every creative dreams of working on.
I joined the Proximity Madrid team for the pitch and our idea won it.
The brief? Reach everyone in Spain. Families, friends, coworkers, neighbors ...47 million people. Finding one story that connects them all felt impossible.
Until we found a truth: in Spain, the lottery is always shared with loved ones. But what happens if you have no one to share it with?
That idea won the pitch and became the heart of a Christmas TV spot that turned a national tradition into a story about connection and loneliness.
On launch day, it dominated headlines — covered by every national outlet and sparking conversation across the country.
Agency: Proximity Madrid
Chief Creative Officer: Susana Pérez
Creative Director: David Vijil
Creative Team: José Luis Diez, Fernando Esteban, Raúl Somaza, Nerea Sancio
Head of Client Services: Cristina Esteras
Account Directors: Sandra Cabrera, Eva Ruiz
Account Supervisor: Lidia del Puerto
Account Executive: Luisa Volponi
Head of Production: Gemma Selga
Producers: Astriz Menéndez, Irene Catalá
Agency Editor: Elías Maldonado
Media Agency: Wavemaker
Director: Félix Fernández de Castro
Executive Producer: Susana Boix
Director of Photography: Galo Olivares
Post-Production: Mcnulty
Sound: Trafalgar13 Music House, Local Studio Girona
Original Song: Catch a Falling Star
Performers: New Generation Choir of Girona
Final Artwork Designer: David Juncá
Photographer: Lucía Faraig
Sound Studio (Radio): Sonomedia
Technology Director: Ricardo Zafra