EL Advertising Awards 2025: Sociedad Estatal Loterías y Apuestas del Estado wins top prize
Bern, 17 September 2025 – Whether it’s a new product, game, or campaign, the biennial EL Advertising Awards celebrate creativity and innovation in lottery advertising in Europe.
The top prize – the ‘’Best of the Best’’ - was awarded to Sociedad Estatal Loterías y Apuestas del Estado (SELAE) for its 2024 campaign, ‘’Sharing it is extraordinary’’. Anchored in the Spanish tradition of the El Gordo draw, the campaign turns the simple act of sharing a Christmas Lottery ticket into a powerful symbol of unity and solidarity. El Gordo is more than just a lottery draw; it is a social phenomenon deeply rooted in Spanish culture, connecting people emotionally and offering hope at a time when empathy and mutual support are essential.
President & CEO, Sociedad Estatal Loterías y Apuestas del Estado, S.M.E., S.A. (Spain)
”On the occasion of the 12th EL Congress in Bern, I am delighted to present the top prize to SELAE. The iconic El Gordo campaign is so full of emotion, empathy and that special creative spark. Together with an experienced jury of marketing and advertising experts, I had the pleasure of judging all the entries this year. But, on the day itself, it was the Congress participants who cast the final vote for the best of the best. I warmly congratulate all the worthy winners in this prestigious contest.”
Winners of the EL Advertising Awards:
Best Corporate Campaign: Allwyn (UK) – TNL (2024)
Best New Media Production: Allwyn (UK) – Set for Life for the National Lottery (2024)
Best Product Campaign: Sociedad Estatal Loterías y Apuestas del Estado (ES) – Sharing it is extraordinary (2024)
Best Responsible Gaming Campaign: Norsk Tipping AS (NO): Responsible gaming (2025)
From left to right: Chairman of the Jury, SELAE, Allwyn, Norsk Tipping
A jury of advertising and marketing specialists from inside and outside the lottery sector reviewed around 60 submissions from EL members to determine the category winners. During a special award ceremony on 16 September at the EL Congress, participants voted for the overall “Best of the Best,” - announced at the closing celebration hosted by Loterie Romande and Swisslos.
