CA Lottery’s SuperLotto Plus Campaign Breathes New Life into the California Dream
Californians are proud to call themselves dreamers. They 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 we 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. Created by David&Goliath (D&G) – in collaboration with Horizon Media, Inc., Casanova//McCann, Time Advertising, Muse Communications and Alcone Marketing Group – the integrated campaign is based on a simple truth that California is known for being a land of dreamers. The centerpiece of the campaign is a :60 cinema spot titled, “May the Best Dream Win,” which 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. Later in the year, CA Lottery will be launching: 30 vignette spots that focus on these individual stories. “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. To bring these California dreams to life, D&G hired award-winning director, Cole Webley. His work has won major industry awards including Cannes Lions, Clios, AICP, One Show and D&AD. Actor, writer and producer James van der Beek narrated the spots. 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. In an effort to compete with the massive jackpots of national draw games, California Lottery is reminding people that SLP is California’s original lotto game, and for more than 30 years, SLP has inspired countless Californians to dream.