It’s kind of like winning the whole enchilada. The whole hog. The whole nine yards. The whole kit and caboodle. These metaphors are visually brought to life by director Errol Morris of Moxie Pictures for agency David&Goliath, Los Angeles.
Titled “It’s All Yours,” this spot uses these metaphors to show what it’s like if you win the California Lottery’s new Taxes Paid Scratchers tickets. Taxes Paid eliminates the federal tax payment on the top prize and recipients take home the full amount while the California Lotto pays all taxes associated–no questions asked.
Credits
Client California Lottery Agency David&Goliath, Los Angeles David Angelo, founder/chairman; Colin Jeffery, chief creative officer; Greg Buri, Basil Cowieson, creative directors; Jenn Tranbarger, sr. art director; Anne Sanguinetti, sr. copywriter; Kacey Coburn, copywriter; Kristen Knape, strategy director; Paul Albanese, director of broadcast production; Jessica Gardner, broadcast producer. Production Moxie Pictures Errol Morris, director; Robert Fernandez, exec producer; Julie Ahlberg, producer; Tonya Bertino, production supervisor; Tim Collins, assistant production supervisor; Molly Gilula, second assistant production supervisor. Editorial Spinach Heidi Black, editor; Jonathan Carpio, producer. VFX/Post Jason Schugardt, special effects supervisor; Robert Owens, exec producer. Music Massive Music Ben Einziger, sr. composer; Jessica Einziger, head of production.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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