David&Goliath Brings the Whole Kit & Caboodle for the CA Lottery

When you win playing CA Lottery’s new Taxes Paid Scratchers tickets, it’s all yours! Unlike the standard Lottery winning regulations, Taxes Paid eliminates the federal tax payment on the top prize and recipients take home the full amount while the Lottery pays all taxes associated – no questions asked.

It’s kind of like winning the whole enchilada. The whole hog. The whole nine yards. The whole… well, you get the idea.

The campaign focuses on the exciting bonus that winners will take home by visually bringing a string of metaphors to life in a simple and iconic way. The message, “Whatever You Call It, It’s All Yours" will be shared through an integrated campaign featuring TV, radio, digital (online takeover and Hulu execution), mobile and OOH throughout California, Los Angeles, San Francisco, Sacramento and Fresno – as well as on California Lottery’s owned media and social channels.