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.
Credits
Client California Lottery Agency David&Goliath, Los Angeles David Angelo, founder/chairman; Bobby Pearce, chief creative officer; Greg Buri, group creative director/writer; Mark Monteiro, writer; Kim Schoen, art director; Chris DeNinno, Tushar Date, creative directors; Kristen Knape, associate director of strategy; Paul Albanese, managing director of broadcast production; Curt O’Brien, executive producer; Rob Sondik, sr. broadcast producer; Sana Bawania, jr. broadcast producer; Peter Bassett, director of digital production; Noah Luger, sr. interactive producer. Production Sanctuary Cole Webley, director; Patrick Scola, DP; Preston Lee, exec producer/owner; Alex Litt, head of production; Chris Cho, line producer. Editorial Spinach Andy McGraw (Cartel); Jonathan Carpio, exec producer. Telecine MPC Mark Gethin, colorist. VFX JAMM Brian Hajek, VFX supervisor/lead compositor; Mark Holden, Ally Burnett, Michael Vaglienty, Flame artists; Kevin Jones, Nuke artist; Andy Boyd, CG supervisor; Nha Ca Chau, CG artist; Adam Reeb, producer; Justine Pregler, production coordinator; Asher Edwards, exec producer. Music Einaudi “Experience” Audio Post Lime Studios Susie Boyajan, exec producer; Mark Meyuhas, sound mixer/engineer; Peter Lapinski, assistant mixer.
Children’s charity Barnardos is releasing this thought-provoking film created by BBH Dublin to highlight the challenges some children in Ireland face.
Barnardos knows that to understand a child’s issues takes time and work. It’s not a quick fix.
That forms the basis of the new film in the “Change Their Story” campaign, which follows a young boy recounting a childhood birthday. It begins with him telling a story of a perfect day, surrounded by friends, family, presents and a huge cake topped with candles.
The story is then retold again and again. With each blow of the candle, more of the facade is chipped away to get to the truth; that his birthdays weren’t very special. The story ends with the boy, now in his teens, opening up about his real childhood experience to a Barnardos keyworker. All laddering up to the enduring line, “Because childhood lasts a lifetime.”
BBH Dublin worked closely with Barnardos to capture the reality of the healing process on film--how it’s an ongoing journey that requires continued support. David Leon directed via production company Iconoclast.
Evonne O’Rourke, production lead, BBH Dublin, added, “We felt a real responsibility to produce a piece of work that had impact and the power to support the brilliant work that Barnardos does. We knew we had a great script on our hands, but it was crucial that the idea was underpinned by craft that protected the authenticity of the story.
“It was a fine balance to strike--the production design, edit, sound design and color grade all had key parts to play in shaping and enhancing the narrative but not in a way that would overpower or become the focal point of the film.”
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