Discover the Mystical Power of 5 in California Lottery Campaign
On Tuesday 9/2, the California Lottery debuted its all-new $5 Scratchers campaign, Discover the Power of 5. The campaign aims to create intrigue and mystique around the number 5 to help boost sales for the $5 category overall.
The new 30/15 second TV commercial called “Power of 5” and supporting online videos (“5 Sculpture” and “Facts of 5”) introduce an intellectual man who has taken it upon himself to reveal to the world that, in fact, the number 5 is the most powerful number of them all.
D&G worked with Director Rocky Morton from MJZ, Director of Photography Greig Fraser (Zero Dark Thirty, Snow White and the Huntsman) and the VFX team at MPC to bring the TV spots to life.
The TV will be airing throughout California in the LA, San Francisco, Sacramento and Fresno markets and will be supported by additional online video content, OOH, radio, digital banners, a promotional contest on the Lottery website and a blog written from the perspective of our hero character featuring additional “5 facts" from the campaign.
The promotional bonus-draw site, invites players to interact by entering their ticket codes. With each ticket code entered, players will help grow the jackpot amount incrementally up to $50,000, while increasing their own chances of winning the larger jackpot.
Credits
Agency: David&Goliath LA
Founder & Chairman: David Angelo
Chief Creative Officer: Colin Jeffery
Creative Director: Mark Monteiro
Creative Director: John Davis
Associate Creative Director/Copywriter: Greg Buri
Associate Creative Director/Art Director: Basil Cowieson
Art Director: Michael jf Wilson
Copywriter: Courtney Pulver
Senior Broadcast Producer: Jennifer Giannettoni
Strategic Planning Director: Kristen Knape
Junior Account Planner: Jessica Watts
Account Director: Stacia Parseghian
Management Supervisor: Janet Wang
Account Executive: Lindsay Brown
Assistant Account Executive: Brea Talsness
Director of Print Services: Meredith Walsh
Production Company: MJZ
Director: Rocky Morton
Director of Photography: Greig Fraser
President: David Zander
Executive Producer: Scott Howard
Staff Production Manager: Mia Dahlman Leon
Line Producer: Helen Hollien
Editorial Facility: Spinach
Editor: Corky DeVault
Assistant Editor: Zach Vandlick
Post Producer: Jonathan Carpio
Color Correction Studio: MPC
Colorist: Mark Gethin
Color Correction Producer: Summer McCloskey
VFX Supervisor: Paul O’Shea/Ryan Knowles
Lead Flame Artist: Ryan Knowles
Executive Producer: Elexis Stearn
Online Producer: Juliet Tierney
Mix Company: Margarita Mix
Audio Mixer: Nathan Dubin
Executive Producer: Michele Millard
ONLINE PRODUCTION:
Director of Digital: Josh Crick
Director of Digital Delivery and Technology: Robert Boucher
Digital Producer: Michael Karney
Digital Producer: Keenan Howard
Developer: Ardon Hall
Digital Art Director: Jennifer Yi
RADIO PRODUCTION:
Sound Design & Mix Company: Lime Studios
Audio Mixer: Mark Meyuhas
Assistant Mixer: Matt Miller
Producer: Natalia Celis
