Created by David&Goliath (D&G)–in collaboration with Horizon Media, Inc., Casanova//McCann, Time Advertising, Muse Communications and Alcone Marketing Group–this integrated campaign is based on a simple truth that California is known for being a land of dreamers. The centerpiece of the campaign is this :60 cinema spot titled, “May the Best Dream Win,” which depicts stories of Californians using their SuperLotto Plus 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, California 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 director Cole Webley of production house Sanctuary. Actor, writer and producer James van der Beek narrated the spots, including this anthem piece.
