CA Lottery’s SuperLotto Plus campaign breathes new life into the ‘California Dream’

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.

Credits
Client: California Lottery

Media Agency: Horizon Media, Inc.
Digital Production Company: PFM Interactive

 
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.