ONCE and Ogilvy Spain have launched a new campaign, “ONCE’s Social Lotteries,” built around the creative concept “Well Played.” Presented in Madrid on May 26, the campaign highlights everyday street encounters between ONCE’s lottery vendors and their customers, framing each purchase as a contribution to social inclusion and employment for people with disabilities.
The campaign runs across multiple formats, including 30-, 20-, and 10-second spots, radio, social media, and point-of-sale materials. It was led by creative directors Ramiro Alda and Jorge Calvo.
