CA Lottery campaign showcases Californians chasing their dreams and changing lives
The California Lottery has kicked off a campaign under the strapline 'CA Believes,' featuring the real-life stories of six individuals in California who are making a difference and overcoming challenges.
The ads, created by agency David&Goliath (D&G), highlight the individuals’ accomplishments, which tie into the Powerball tagline 'Believe in Something Bigger.'
In a mission to move the lottery beyond representing the material things that money can buy, this initiative aims to represent both the size of the prize as well as the possibilities that come with winning.
D&G created the 'Believe in Something Bigger' platform when Powerball was first introduced to California two years ago.
David Angelo, founder and creative chairman of D&G, said of the tagline: "We realized it could mean something bigger. It became the start of a movement. And it inspired us to find six different people in different places doing some pretty special things."
One film features a restaurant owner who makes 1,000 plates of pasta day for hungry children, while another tells the story of a man without legs defying his disability by becoming a competitive track and field sprinter.
The website asks users to tweet and upload their own inspiring stories, using the hashtag #CADream.