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Creative

CA Lottery’s SuperLotto Plus Campaign Breathes New Life into the California Dream

Created by David&Goliath, “May the Best Dream Win” inspires Californians to believe that no dream is too big, too small or too out there.

CA Lottery’s SuperLotto Plus Campaign Breathes New Life into the California Dream

Californians are proud to call themselves dreamers. They wear it like a badge of honor and they love California because it's a state that truly celebrates diversity and the freedom to be exactly who you are. When we asked Californians what they dream about, the answers ranged from big to small to totally out there, but they all dreamed of giving back to loved ones and their communities.

Created by David&Goliath (D&G) – in collaboration with Horizon Media, Inc., Casanova//McCann, Time Advertising, Muse Communications and Alcone Marketing Group – the integrated campaign is based on a simple truth that California is known for being a land of dreamers. The centerpiece of the campaign is a :60 cinema spot titled, “May the Best Dream Win,” which depicts stories of Californians using their SuperLotto Plus (SLP) winnings to realise their dreams, whether finally having the means to do something they’ve always dreamed of, or giving back to family or the community. Later in the year, CA Lottery will be launching :30 vignette spots that focus on these individual stories.

“At its core, this campaign is all about embracing a very simple truth, that Californians, by nature, are dreamers. It’s about captivating that spirit and reassuring them that whatever their dream is, this is the State of opportunity, where anything is possible. Because as we all know, California is a state with a very distinct identity, one that has historically attracted some of the most prolific dreamers,” said David Angelo, founder and chairman of D&G.

To bring these California dreams to life, D&G hired award-winning director, Cole Webley. His work has won major industry awards including Cannes Lions, Clios, AICP, One Show and D&AD. Actor, writer and producer James van der Beek narrated the spots.

The integrated, multilingual effort is brought to life through many elements including TV (:30 and :15 cutdowns), outdoor, print, digital, social and radio – all to make a collective impact. In an effort to compete with the massive jackpots of national draw games, California Lottery is reminding people that SLP is California’s original lotto game, and for more than 30 years, SLP has inspired countless Californians to dream.

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Client

Advertiser: CA Lottery

Creative Agency

Creative Agency: David&Goliath, LA

Copywriter: Mark Monteiro

Art Director: Kim Schoen

Strategist: Kristen Knape (Associate Director)

Chief Creative Officer: Bobby Pearce

Group Creative Director: Greg Buri

Executive Producer: Curt O’Brien

Managing Director: Robin Osborne

Photographer: Jeff Luker

Interactive Producer: Noah Luger (Senior)

President: Yumi Prentice

Account Executive: Sarah Cohen

Head of Broadcast: Paul Albanese (Director)

Senior Planner: Chris Kwak

Account Management: Alexis Niekamp (Coordinator)

Creative Founder: David Angelo (Chairman)

Account Supervisor: Amy Laughlin

Digital Designer: Meagan Steinkamp

Digital Developer: Benjamin Smith (Senior)

Director of Digital Production: Peter Bassett

Senior Broadcast Producer: Rob Sondik

Senior Art Producer: Andrea Rosenfeld

Director of Print Services: Meredith Walsh

Senior Business Affairs Manager: Natasha Royzina

Broadcast Producer: Sana Bawania (Junior)

Associate Business Affairs Manager: Marlon Pineda

Head of Business Affairs: Rodney Pizarro

Creative director: Chris DeNinno, Tushar Date

Digital Agency

Project manager: Mike Antonellis

Media Agency

Media Agency: Horizon Media, Inc.

Production Company

Production Company: Sanctuary

Executive Producer: Preston Lee (owner)

Director: Cole Webley

DOP: Patrick Scola (TV)

Line Producer: Chris Cho

Offline

Edit Company: Spinach

Editor: Andy McGraw (Cartel)

Executive Producer: Jonathan Carpio

Post Production / VFX

Colourist: Mark Gethin

VFX Supervisor: Brian Hajek

Executive Producer: Asher Edwards

CG Artists: Andy Boyd

Telecine: MPC

Production Coordinator: Justine Pregler

CG Supervisor: Andy Boyd

Nuke Artist: Kevin Jones

VFX Producer: Adam Reeb

VFX: JAMM

Lead Flame Artist: Mark Holden, Ally Burnett, Michael Vaglienty

Audio Post Production: John Blank

3D Artists: Ray Olsen (CGI)

Music

Executive Producer: Susie Boyajan

Sound Engineer: Mark Meyuhas

Artist: Einaudi “Experience”

Sound Mix: Lime Studios2

Sound

Mix Artist: Peter Lapinski (Assistant)

Print / OOH

Print Producer: Jenny Wu

Digital Production Company

Digital Production: PFM Interactive