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.
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.
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.