The Easiest Lottery to Win

Agency: True

The easiest lottery to win

Scratch Cards, The easiest lottery to win


In February 2022 the Spanish National Cancer Research Center (CNIO) decided to start a campaign to raise funds both for research and hiring new researchers. "The Easiest Lottery To Win" was launched on the International Cancer Day and consisted of a traditional physical lottery administration with special scratch cards in an emblematic Madrid Street, social media pieces, billboards, radio spots and an outdoor billboard campaign with different messages that were distributed throughout Madrid.

The campaign had an impact in 13 different countries and 429 media outlets including NBC, CBS, Fox News or Forbes generating a return of 21M€. This initiative turned into a viral phenomenon and was joined by actors, musicians or journalists generating organic content on Instagram valued at 230K€. Moreover, the donations to this center increased by 60%.

This professional campaign titled 'The Easiest Lottery to Win' was published in Spain in February, 2022. It was created for the brand: CNIO, by ad agency: True. This Digital, Experiential, and OOH Outdoor media campaign is related to the Health and Public Interest industries and contains 2 media assets. It was submitted almost 2 years ago by PS21: Rebeca of PS21 DESIGN STRATEGY, S.A..


Advertising Agency: TRUE, Madrid, Spain
Production Company: TRUE, Madrid, Spain
Art Director: Rubén Sánchez

MBR Recruitment


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