Now that we have passed Thanksgiving, we are deep in the throes of holiday spots. There are some good ones and not-so-good ones. But we are lucky to share one of the really good ones.
Created by David&Goliath, the California Lottery continues its tradition of encouraging Scratchers as gifts to both friends and acquaintances, especially to those people who are often forgotten during the holidays.
This could be a neighbor, barista, hairstylist or anyone else that adds to your life on a daily basis. The campaign is grounded in the insight that a gift as small as a Scratchers ticket can have a big impact on someone who may not be expecting anything at all.
The centerpiece of this year’s campaign is a long-form spot directed by Smuggler’s Guard Brothers (XBox, Nike, Sony, Audi), “Neighborly,” that tells the story of a woman who observes and experiences the lack of personal interactions between residents in her apartment building, in a day and age where people do all their gift giving online.
She then decides to break the norm by giving all her neighbors gifts of Scratchers—the good ol’ fashioned way, hand-delivery. But first she cleverly addresses all the envelopes “TO:” and “FROM:” different apartments. The result is an apartment building that goes from strangers living in silos to friends coming together to celebrate the best part of the holidays—each other. Take a look at the 1:21-minute video below:
That was nice. Not only do we see it snow in California, hinting at the magic in the air, but the spot is set to an equally magical track appropriately titled, “Signals,” by up and coming artist, Júníus Meyvant.
“The creative idea behind this campaign is rooted in a simple human truth that giving is the real gift,” said David Angelo, founder & chairman of D&G. “Scratchers are something small but can become something momentous when given to the right person. And in a world where there are so many distractions that keep us from having real, genuine interactions with people, a personal gift can help bring them together. In the end, the gift is truly in the giving, and that’s in addition to the all possibilities that Scratchers can bring.”
“The Gift is in the Giving” campaign will be featured across OOH, digital, social, experiential and radio components, encouraging people across California to remember that Holiday Scratchers are the perfect gift for all. The TV rounds out with :30 and :15 versions of “Neighborly” that will run on TV in Los Angeles, San Francisco, Sacramento, Fresno and San Diego.
Where most lotteries go for comedy (understandably), the REEL360 team likes the way D&G has woven in warmth and genuine moments. Since we are feeling all warm and holiday-like, we will gift D&G with a “REEL AD OF THE WEEK.”
Client – California Lottery
Agency: David&Goliath, LA
Founder & Chairman: David Angelo
Chief Creative Officer: Bobby Pearce
Group Creative Director/Copywriter: Greg Buri
Creative Director/Art Director: Tushar Date
Creative Director/Copywriter: Jimbo Embry
Associate Creative Director/Copywriter: Nick Micale
Associate Creative Director/Art Director: Bennett Austin
Associate Head of Strategy: Kristen Knape
Senior Strategist: Chris Kwak
Managing Director of Broadcast Production: Paul Albanese
Executive Producer: Curt O’Brien
Senior Broadcast Producer: Juliet Diamond
Business Affairs Manager: Yenia Paez
Managing Director: Robin Osborne
Account Director: Janet Wang
Account Supervisor: Amy Laughlin
Account Executive: Sarah Cohen
Assistant Account Executive: Alexis Niekamp
Senior Project Manager: Mike Antonellis
Managing Director, Integrated Production & Technology Services: Peter Bassett
Executive Producer: Noah Luger
Director of Print Services: Meredith Walsh
Production Company: Smuggler
Directors: Guard Brothers
Co-Founders: Patrick Milling-Smith and Brian Carmody
Director of Photography (TV): Justin Brown
Director of Photography (Digital Videos): n/a
Executive Producers: Alison Kunzman
Line Producer: Alexandra Lisee
Sales Representative: Brent Novick
Executive Creative Director: Terry Lee
Executive Producer: Josh Libitsky
Head of Production: Liz Catullo
Editor: Chris Mena, Nancy Berni
Compositor: Josiah Taylor
Sound Design, Color Grading: Josiah Taylor
VFX Supervisor: Justin Wilcott
Telecine: Sean Coleman
Colorist: Company 3
Online & VFX: Jamm
Lead Flame Artist: Brian Hajek
Producer: Justine Pregler
Executive Producer: Asher Edwards
Mix House: Lime Studios
Sound Mixer/Engineer: Mark Meyuhas
Contact Colin Costello at firstname.lastname@example.org or follow him on Twitter @colincostello10.