David&Goliath

El Segundo, Vereinigte Staaten von Amerika
TitelYour Dreams Start In The Black
Agentur
Kampagne Black Premium Scratchers
Werbende California State Lottery
Marke California Lottery
PostedAugust 2017
Geschäftsbereich Lotterie & Glücksspiele
Story ecause 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, D&G worked with Oscar-winning cinematographer Claudio Miranda (Life of Pi), and visionary director, Rich Lee, who has directed some of today’s biggest music videos for artists such as Lana Del Rey and Eminem. “The whole concept started with a simple truth that rings true with both the product and the notion of dreaming, which is pretty inherent to playing the Lottery,” said Greg Buri, Creative Director, David&Goliath. “And it's hard to do dreams justice and easy to go too far. In this case, I think we walked the line between the dream world and the tone we've been setting for our client.” Said Director Lee: “I love the opportunity to partner with great teams to tell these really unique visual stories. From the very first conversation with the D&G team we were all totally in sync on what the creative needed to be and they were supportive of the vision every step of the way. It was a really exciting process with great energy and the final product is a testament to that." In addition to the extended online version, the spot will also air on TV in :30 and :15 cut downs in CA 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.
Medientyp Fernsehen
Länge
Produktionsfirma
Digital Production
Redaktionsbüro
Assistenzredakteur
Kolorist
Spezialeffekte Jamm
Managing Director of Broadcast Production
Chairman
Herstellungsleiter
Projektmanager
Director of Digital Production
Sales Representative
Produktionsleitung
Executive Producer
Creative Director
Filmproduzent/Produzent
Filmübertragung
Texter
Executive Producer
Broadcast Producer
CG Artist
Executive Producer
Creative Director
Filmproduzent/Produzent
Lead Flame Artist
Gruppenplanungsdirektor
Associate Business Affairs Manager
Digital Art Director
Etat-Planer
Regisseur
Interactive producer
Art Director
Texter
Direktor Fotografie
Executive Producer
Production Supervisor
Etatdirektor
Chief Creative Officer
Account Coordinator
Director of Business Affairs
Business Affairs Manager
Cutter
Art Producer
Account Supervisor
Director of Print Services
Etatdirektor
Art Director

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