El Gordo in South Africa and Brazil
December is a very busy month for Lottoland. One of the main reasons for this is the popular Spanish lottery 'El Gordo' (officially Lotería de Navidad), which is promoted through a major marketing campaign in several international markets.
In cases such as South Africa and Brazil, the challenge was to create exciting, locally adapted imagery. Forget about the usual Christmas postcards of winter scenes and fireside gatherings! For these markets, El Gordo is being introduced as it should be: a great lottery from Spain that can change your Christmas, wherever you are.
