Creativity

California Lottery wants players to dream in black in campaign from D&G

By Kyle O'Brien | Creative Works Editor

August 25, 2017 | 4 min read

The California Lottery is using a luxurious dream sequence to promote its new California Black Premium Scratchers Series. Created by agency of record David&Goliath, the new work combines the dream of winning $5m and the product’s color: black.

The concept is that all dreams start in black when you close your eyes, then things get vivid as your mind begins dreaming.

California Lottery

California Lottery campaign

The dream in the 75-second spot that kicks off the campaign, ‘Dreams Start in the Black,' is one where a woman is first transported to darkness, then scratches off the paint of a black wall to uncover a magical world filled with the items people dream of owning when they win the lottery – a dream yacht, a dream home and a dream car. We watch her dream journey unfold while the track “Shortline,” plays by singer/songwriter, RY X.

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To bring the surreal dream world to life, D&G worked with Oscar-winning cinematographer Claudio Miranda (Life of Pi) and director Rich Lee, who has directed 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 California Lottery,” said Greg Buri, creative director at 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.”

Added 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-second cut downs in markets such as Los Angeles, San Francisco, Sacramento and Fresno. Other campaign components include out of home, digital, social, experiential and radio.

California Lottery: Dreams Start in the Black by David&Goliath

By California Lottery

Overall Rating 5/5

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