California Lottery debuts latest campaign "It's All Yours"
The latest campaign out of California Lottery showcases the new Taxes Paid Scratchers tickets that eliminate the federal tax payment on the top prize, highlighting the exciting bonus that players have the chance to take home. Winners take home the full amount while the Lottery pays for all related taxes.
Creative agecy David&Goliath used a number of metaphors with corresponding visuals to illustrate what it's like to win it all- including "the whole enchilada" and "the whole nine yards"- to relay the message of "whatever you call it, it's all yours."
The integrated campaign will be featured on TV, radio, digital, and mobile along with out of home advertising throughout Californa, Los Angeles, San Francisco, Sacramento, and Fresno. It will also be shared on California Lottery's owned media and social channels.The media agency for the campaign was Initiative.