David&Goliath’s campaign for the California Lottery’s California Black Premium Scratchers Series is based on a simple insight that combines the dream of winning $5 million and the product’s intriguing dynamic: The color black.
Because the truth is, all of our dreams start in black. And even though you initially only see darkness when you close your eyes, you quickly start to see the light and the world of possibilities that you’ve created in your mind. And just like people get past the black when they dream, people scratch past it with this lottery ticket to fulfill their dreams in reality. That notion is depicted in the :75 online spot titled “Dreams Start in the Black”, in which a woman is first transported to darkness, then to a beautiful world filled with dream experiences. We watch her dream journey unfold while the captivating music track, “Shortline,” plays by singer/songwriter, RY X.
To bring this world to life, David&Goliath worked with director Rich Lee (whose credits include major music videos for Lana Del Rey and Eminem) of Native Content and Oscar-winning cinematographer Claudio Miranda (Life of Pi).
In addition to the extended online version, the spot will also air on TV in :30 and :15 cut downs in California markets such as Los Angeles, San Francisco, Sacramento and Fresno. Other components of the campaign include OOH, digital, social, experiential and radio–encouraging people across California to remember that there’s a dream behind every California Black Premium Scratchers ticket.
Through social listening, a simple consumer insight was revealed: Lottery players are intrigued by the color black. And unlike other Scratchers, players reveled in the simple and elegant look of the ticket. The goal of the campaign was to create an allure around the color black that would set this Scratchers game apart from the rest.
