The California Lottery is going huge with its latest campaign to promote its gigantic new tickets, which are 8x12-inch pieces of scratchable paper offering an epic top prize of $1,000,000. The lottery’s AOR, David&Goliath, created an integrated campaign that demonstrates the sheer enormity of the rollout across all media channels, including TV, digital, social, radio and out of home.
The creative highlight of the campaign is a film, shot by director Dave Meyers (who recently directed the music video for Kendrick Lamar’s “Humble” single), titled "An Epic Moment" that features an average guy who walks into a convenience store on a normal day, until he spots something big behind the store clerk. The Super Ticket Scratchers game comes into view, turning his everyday into an epic experience. Suddenly, time goes slo-mo, and every movement and expression becomes bigger. We then follow the exchange between the man and the clerk, as the simple act of buying the lottery ticket feels suddenly huge and amusing. By the end of the commercial, everyone else witnessing it in the store gives epic reactions.
To accompany the TV spot, D&G created a robust digital and OOH presence that will launch over the next few of weeks, including “Super Ticket Sightings” videos that will be produced and shared online to make it feel as though people all over California are randomly capturing the enormity of the Super Ticket Scratchers, which is so comically big it breaks the respective media placements it’s meant to be featured in. To prepare people for some big-time scratching, a series of OOH boards and online ads will feature amusingly awestruck US presidents on their respective coins.
D&G also went big with the media buy and took over places like LA Live to create an epic experience for event-goers, and plastered high-traffic areas with a variety of billboards that celebrate the sheer size of California Lottery’s biggest ticket ever.