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.
I’m a dreamer, that’s why I never felt completely at home in Philly, New York or Chicago. With no disrespect to my former homes, I always felt the west was calling me. It would seem the California Lottery would agree with me, as their new campaign is focused on the idea that Californians are proud to call themselves “dreamers.”
According to a statement from lead agency David&Goliath, “They (Californians) 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 the agency 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. A nice thought, indeed. And the way to get there is by taking La Brea south to the to 10, take it to the 10 then switch over to the 405 north… Sorry, had to get a little “Californian” joke in there.
In an effort to compete with the massive jackpots of national draw games, California Lottery is reminding people that SuperLotto Plus “SLP” is California’s original lotto game, and for more than 30 years, SLP has inspired countless Californians to dream. The campaign broke over Memorial Day Weekend.
Created by D&G – in collaboration with Horizon Media, Inc., Casanova//McCann, Time Advertising, Muse Communications and Alcone Marketing Group – this inspirational and touching integrated campaign is based on the aforementioned simple truth that California is known for being a land of dreamers.
The centerpiece of the campaign is a wonderfully directed :60 cinema spot from award-winning director, Cole Webley and narrated by actor, writer producer James van der Beek (yes, Dawson). Titled, “May the Best Dream Win,” the film depicts stories of Californians using their SuperLotto Plus (SLP) winnings to realize their dreams, whether finally having the means to do something they’ve always dreamed of, or giving back to family or the community.
Particularly touching is the short vignette about an African American son taking his former serviceman dad out on a ride on his military motorcycle and side-car. Take a look below:
“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.
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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.
Later in the year, CA Lottery will launch :30 vignette spots that focus on these individual stories. For now, we’ll have to settle for this beautiful :60 which feels big and dreamy. Like California.
Client: California Lottery
Agency: David&Goliath, LA
Founder & Chairman: David Angelo
Chief Creative Officer: Bobby Pearce
President: Yumi Prentice
Group Creative Director/Writer: Greg Buri
Writer: Mark Monteiro
Art Director: Kim Schoen
Creative Director: Chris DeNinno
Creative Director: Tushar Date
Associate Director of Strategy: Kristen Knape
Senior Planner: Chris Kwak
Managing Director of Broadcast Production: Paul Albanese
Executive Producer: Curt O’Brien
Senior Broadcast Producer: Rob Sondik
Junior Broadcast Producer: Sana Bawania
Director of Business Affairs: Rodney Pizarro
Senior Business Affairs Manager: Natasha Royzina
Business Affairs Manager: Yenia Paez
Associate Business Affairs Manager: Marlon Pineda
Managing Director: Robin Osborne
Account Director: Janet Wang
Account Supervisor: Amy Laughlin
Account Executive: Sarah Cohen
Account Coordinator: Alexis Niekamp
Project Manager: Mike Antonellis
Director of Digital Production: Peter Bassett
Senior Interactive Producer: Noah Luger
Digital Designer: Meagan Steinkamp
Senior Developer: Benjamin Smith
Director of Print Services: Meredith Walsh
Print Production Manager: Jenny Wu
Senior Art Producer: Andrea Rosenfeld
Photographer: Jeff Luker
Production Company: Sanctuary
Director: Cole Webley
Director of Photography (TV): Patrick Scola
Executive Producer/Owner: Preston Lee
Head of Production: Alex Litt
Line Producer: Chris Cho
Editorial House: Spinach
Editor: Andy McGraw (Cartel)
Executive Producer: Jonathan Carpio
Colorist: Mark Gethin
VFX Company: JAMM
VFX Supervisor/Lead Compositor: Brian Hajek
Flame Artist: Mark Holden
Flame Artist: Ally Burnett
Flame Artist: Michael Vaglienty
Nuke Artist: Kevin Jones
CG Supervisor: Andy Boyd
CG Artist: Nha Ca Chau
Producer: Adam Reeb
Production Coordinator: Justine Pregler
Executive Producer: Asher Edwards
Music: Einaudi “Experience”
Mix House: Lime Studios
Executive Producer: Susie Boyajan
Sound Mixer/Engineer: Mark Meyuhas
Assistant Mixer: Peter Lapinski
Media Agency: Horizon Media, Inc.
Digital Production Company: PFM Interactive
Contact Colin Costello at email@example.com or follow him on Twitter @colincostello10.