Triple the Feeling, Triple the Fun in David&Goliath's CA Lottery Campaign
LA-based David&Goliath has created a new campaign, 'Triple The Feeling,' for California Lottery’s Triple Jackpot Scratchers that just might have people seeing, and winning, in threes.
Based on the fact that each Triple Jackpot Scratchers ticket has three top jackpot prizes, instead of one like all other Scratchers tickets, 'Triple The Feeling' brings to life the idea of three times the winnings, excitement and anticipation across every touchpoint of the campaign.
Kicking off the integrated campaign is a 60-second film that encapsulates the feeling of playing for three top prizes versus one. It starts with a man exiting a convenience store, fresh off the purchase of a Triple Jackpot Scratchers ticket. After pulling out a coin to start scratching, he suddenly multiples into three versions of himself – one for each of the three jackpots found on the ticket. Overtaken by the prospect of tripling his win, he breaks into dance and spreads his joy to others as he journeys throughout the city.
To help bring the film to life D&G enlisted renowned European director, Bruce St. Clair, for his distinct, story-driven directorial style, along with DOP Greig Fraser who was behind the camera for Star Wars: Rogue One, Zero Dark Thirty, and who received an Academy Award nomination in 2017 for Best Cinematography for his work on the film Lion.
The dance sequence was choreographed by Fatima Robinson, recently named one of the '100 Most Creative People in Entertainment' by Entertainment Weekly. Fatima has been the choreographer behind many of the most memorable moments in dance entertainment and worked with artists including Prince, Rihanna, Pharell, and Black Eyed Peas, to name a few. The dance choreography syncs beautifully with the music by rising artist Allan Rayman, who recently received a Juno Award nomination for Breakthrough Artist of the Year at the Juno Awards of 2018, and whose second album Roadhouse 01 dropped in February and is already receiving critical acclaim.
A 30-second version of the film aired this past weekend during the Oscars. Later this month, during March Madness, D&G will launch a social initiative called 'Triple The Madness,' which will play off all three themes associated with basketball.
Additional elements of the campaign include OOH, digital, experiential and radio – which all bring to life the notion of 'Tripling The Feeling' in different, fun and surprising ways.
Account Director: Janet Wang
Creative Agency: David&Goliath, LA
Art Director: Raul Garcia
Chief Creative Officer: Bobby Pearce
Digital Art Director: Tim Hagan
Digital Producer: Noah Luger, Kyle Stein
Account Executive: Sarah Cohen
Head of Print Production: Meredith Walsh
Account Management: Alexis Niekamp
Senior Art Producer: Andrea Rosenfeld
Director of Business Affairs: Rodney Pizarro
Associate Creative Director: Chris DeNinno, Tushar Date
Head of Strategy: Kristen Knape
Business Affairs Manager: Yenia Paez, Travis Kohler
Founder: David Angelo
Senior Producer: (Broadcast) Juliet Diamond
Head of Digital Production: Peter Bassett
Planners: Chris Kwak
Managing Director: (Broadcast Production) Paul Albanese, Robin Osborne
Executive Producer: Curt O’Brien
Production Company: Serial Pictures
Executive Producer: Violaine Etienne, Timory King
Director: Bruce St. Clair
DOP: Greig Fraser
Line Producer: Joshua Goldstein
Head of Production: Jennifer Gee
Edit Company: Spinach
Editor: Patric Ryan (from Whitehouse)
Edit Assistant: Nicole Stewart
Producer: Patricia Gushikuma
Executive Producer: Jonathan Carpio
Post Production / VFX
Post Production Company: JAMM
VFX Supervisor: David Hernandez
Producer: Ashley Greyson
Telecine: Adam Scott @ The Mill
Production Coordinator: Justine Pregler
Flame: Brian Hajek
Executive Producer: Asher Edwards
Mix: Nathan Dubin @ Margarita Mix
Music Production: Allan Rayman
Digital Production Company
Creative Director: Shane Griffin
Digital Production: Los York
Producer: Christian López
Executive Producer: Garrett Braren
Category: Events , Sports and leisure
Genre: Music performance , Visual VFX , choreography