Problem

The Spanish Red Cross Draw needed a stronger emotional and cultural connection with audiences in order to stand out as more than a traditional charity lottery.

We identified a powerful insight: Spain was one of the countries with the highest levels of charitable giving. The opportunity was to transform that collective behavior into a bold and memorable brand platform.

Solution

We created the concept “The Most Solidary Draw in the World,” turning the campaign into a celebration of collective generosity rather than simply a fundraising initiative.

We developed an integrated on/off campaign including a TV spot produced by Proppa.es and directed by Laura Mañá, alongside digital activations, a microsite, and an interactive experience titled “The Most Solidary Game.”

The campaign was further extended through specially designed draw tickets created in collaboration with illustrator Arancha Recio, resulting in a cohesive multi-channel platform that elevated the cultural relevance and emotional impact of the Spanish Red Cross Draw.

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