Agency David&Goliath partnered with Scientific Games (MDI) for a national Lottery assignment to launch the new Monopoly Millionaires’ Club Game. This new game changes the structure of lottery prizes by awarding multiple millionaires per draw after the initial jackpot is won.
The campaign effort behind the game launched with a :30 titled “Hot Air Balloon.” Driven by Jimmy Durante’s famous soundtrack “Make Someone Happy,” the spot shows people getting happy as soon as they don a Monopoly-style top hat, a symbol used to symbolize membership in the Monopoly Millionaires’ Club–a Club where one becomes two, two becomes five, and five becomes fifty. With this new game, more and more people are becoming millionaires. Turns out top hats are appearing all over, having been dropped from a hot-air balloon and picked up by the lucky winners.
Kim Geldenhuys directed via Bob Industries. Method Studios was the VFX house.
David&Goliath began working with Scientific Games as a result of its work as ad agency for the California Lottery since 2010.
This is the first time that all Lottery jurisdictions have opted to run one, national campaign as opposed to their own local marketing efforts for a specific game. The estimated spend for this campaign is over $36 million for this October launch, and more than $50 million by Q1 of 2015.
Credits
Client Scientific Games/MDI Entertainment, LLC Agency David&Goliath, Los Angeles David Angelo, founder/chairman; Colin Jeffery, chief creative officer; Mark Monteiro, creative director; Greg Buri, associate creative director/copywriter; Basil Cowieson, associate creative director/art director; Allen Yu, art director; Patrick Que, jr. copywriter; Paul Albanese, head of broadcast production; Karen Jean, sr. broadcat producer; Kristen Knape, strategic planning director. Production Bob Industries Kim Geldenhuys, director; Eric Treml, DP; TK Knowles, John O’Grady, Chuck Ryant, exec producers; Mark Walejko, line producer. Editorial Spinach LA Shane Reid (courtesy of Whitehouse Post), editor; Sam Perkins, assistant editor (courtesy of Whitehouse Post); Jonathan Carpio, post producer. Post Company 3 Sean Coleman, colorist; Alexis Guajardo, producer. VFX Method Studios Stephanie Gilgar, exec producer; Pip Malone, producer; Ben Walsh, VFX supervisor; Patrick Ferguson, compositing supervisor; Nicole Saccardi, Elena Bovetti, coordinators; Nick St. Clair, Chris Perkowitz, animators; Matt Friendlander, matte painter; Wade Ryer, rigger; Dan Bodenstein, FX artist; Jessie Amadio, lighter; Jamie Bowers, texture artist; Scott Brust, modeler; Lauren Van Houten, tracking lead; Tom Stanton, Rebecca McKee, tracking artists; Johnny Andow-Barker, tracking coordinator; Stephanie Sweeney, roto & paint supervisor; Pam Gonzales, Nick Onstad, roto & paint artists. Music “Make Someone Happy” Jimmy Durante. Audio Lime Studios Mark Meyuhas, sound designer/mixer; Matt Miller, assistant mixer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
