Pull out your neon leg warmers, track suits and fanny packs, and rock out to Tears for Fears and a Flock of Seagulls. California Lottery is giving us something to look forward to – by taking us back to the carefree and colorful 80s. Get ready for Pac-Man.
Created by David&Goliath, California Lottery’s latest campaign, “Play On A Whole New Level” is introducing the first-time launch of Pac-Man Scratchers, bringing the game to new levels through this highly anticipated collaboration of two popular brands through this partnership.
Anyone feel like singing the theme song to the Fresh Prince of Bel-Air yet?
In the acid-washed jeans decade of the 1980s, Namco’s Pac-Man, now celebrating its 40th anniversary, revolutionized the world of video gaming. From fostering a love for the game with new audiences, to creating its own merchandise and TV shows, Pac-Man took over the world—and remains as legendary today.
Continuing its legacy, California Lottery’s Pac-Man Scratchers family of $2, $5, and $10 tickets will appeal to adults of all ages who revel in the pop culture icons of the popularized decade.
“For those who remember the heyday of the 80s, it was one of the greatest pop culture decades ever. Some of the best movies, TV shows, music and video games came from this era and Pac-Man made video gaming history,” said David Angelo, founder and creative chairman of David&Goliath. “With this new Scratchers campaign, California Lottery recreates the excitement of the 80s and gives players a whole new level of gaming experience that’s both nostalgic and highly entertaining.”
The centerpiece of the fully-integrated campaign is a :30 spot which captures the essence of this totally tubular time including BMX bikes, leg warmers, and big hair—all to the iconic Simple Minds hit “Don’t You (Forget About Me).”
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“We’re incredibly excited to be launching a campaign that embodies all the fun and optimism we represent as a brand. It’s our way of bringing a smile and some extra entertainment to our players—something we can all use a little more of right now,” said Sharon Allen, Deputy Director, Sales & Marketing at California Lottery. “This product launch will also play an important role in our ongoing mission to generate supplemental funding for California public education.”
The campaign launched on September 14 and is aimed at Californians 18 and over.
CREDITS:
AGENCY: David&Goliath, LA
- Founder & Chairman: David Angelo
- Executive Creative Director: Josh Miller
- Executive Creative Director: Steve Yee
- Group Creative Director: Greg Buri
- ACD / Art Director: Danny O’Connor
- ACD / Copywriter: Chase Doutre
- ACD / Art Director: Bernice Chao
- ACD / Art Director: Kevin Reilly
- ACD / Copywriter: Sarah Mosseller
- Art Director: Lindsay Iversen
- Sr. Copywriter:Drew Shields
- Jr. Art Director: Barbs Valle
- Copywriter: Lucas Nelson
- Jr. Art Director: Christiana Mooers
- Jr. Copywriter: Mac Mullen
- Associate Head of Strategy: Kristen Knape
- Junior Strategist: Kirsten Hauser
- Communications Planning Director: Jeff Cannata
- Sr. Communications Planner: Natalie Gomez
- Jr. Communications Planner: Hailey Kim
- Business Affairs Director: Natasha Royzina
- Business Affairs Manager: Yenia Paez
- Business Affairs Manager: Lupe Ramos
- Director of Broadcast Production: Paul Albanese
- Executive Producer: Curt O’Brien
- Senior Producer: Juliet Diamond
- Executive Producer: Noah Luger
- Digital Producer: Kyle Stein
- Associate Director of Project Management: Genie Lara
- Senior Project Manager: Maddy Murphy
- Senior Project Manager: Mike Antonellis
- Managing Director: Robin Osborne
- Account Director: Janet Wang
- Management Supervisor: Amy Laughlin
- Account Executive: Alexis Niekamp
- Assistant Account Executive: KJ Hellis
PRODUCTION COMPANY: Radical Media LLC
- Director: Steve Miller
- Director of Photography: Eric Schmidt
- Executive Producer: Frank Scherma
- Executive Producer: Donna Portaro
- Producer: Kathy Rhodes
- Head of Production: Cathy Dunn
- Production Supervisor: Will Vudmaska
EDIT: Spinach LA
- Post Producer:Cristy Torres
- Executive Producer: Jonathan Carpio
- Editor: Andy McGraw
- Assistant Editor: James Bird
COLOR: MPC
- Colorist: Mark Gethin
- Color Producer: Diane Valera
VFX: JAMM Visual Inc.
- Shoot Supervisor: Patrick Munoz
- Flame Lead: Miles Essmiller
- Flame Artist: Brian Hajek
- Production Coordinator: Anna Dood
- Producer: Justine Pregler
- Executive Producer: Asher Edwards
MIX: Lime Studios
- Sound Designer/Mixer: Mark Meyuhas
- Executive Producer: Susie Boyajan
SOURCE: David&Goliath
