Agency David&Goliath has launched the “CA Believes” initiative for the California Lottery which recognizes and celebrates individuals who aspire to “Believe in Something Bigger.” The campaign consists of a series of six inspirational short films, each featuring the real life story of different individuals in California who are defying the odds, changing lives and chasing their dreams on a daily basis.
“’Believe in Something Bigger’ started as a tagline for Powerball. But soon we realized it could mean something bigger,” said David Angelo, founder and chairman of David&Goliath. “It became the start of a movement. And it inspired us to find six different people in different places doing some pretty special things.”
One of the films focuses on Bruno Serato, a restaurant owner in Anaheim, California, who pays it forward by preparing 1,000 plates of pasta each day to children in need. Todd Krolczyk of Arts & Sciences directed the shorts, including the one simply titled “Bruno,” introducing us to the pasta man.
The films are housed at http://cabelieves.com/. , a website that also includes a call-to-action that asks users to tweet or upload their own stories–using the hashtag #CADream–about what inspires them to “Believe in Something Bigger.”
Credits
Client California Lottery Agency David&Goliath, Los Angeles David Angelo, founder/chairman; Colin Jeffery, chief creative officer; Greg Buri, Basil Cowieson, creative directors; Todd Rone Parker, Scott Pargett, sr. art directors; Daniel Kelly, sr. copywriter; Mike Wilson, Mike Wilson; Courtney Pulver, copywriter; Kristen Knape, director, strategic planning; Paul Albanese, Carol Lombard, managing directors of broadcast production; Katie Johnson, Mia Lischer, broadcast producers; Jennifer Giannettoni, sr. broadcast producer; Josh Crick, director of digital; Robert Boucher, director of digital delivery and technology; Michael Karney, digital production and technology manager. Production (digital) Deploy Inc. Production Arts & Sciences Todd Krolczyk, director; Michael Lockridge, JP Perry, DPs; Nancy Novokmet, co-founder; Mal Ward, managing director/partner; Marc Marrie, exec producer/partner; Christopher Broyles, line producer. Editorial/Post Spinach Productions Art Castle, editor, colorist/VFX; Jonathan Carpio, producer. Music Yessian Marmoset, Terrorbird Sound Design/Mix Margarita Mix Nathan Dubin, Jimmy Hite, sound engineers.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
