California Lottery: The Gift is in the Giving by David&Goliath
California Lottery continues its tradition of encouraging people to give Scratchers as gifts to both friends and acquaintances (18 and older), especially to those people who are often forgotten during the holidays. This could be a neighbor, barista, hairstylist or anyone else that adds to your life on a daily basis. The campaign is grounded in the insight that a gift as small as a Scratchers ticket can have a big impact on someone who may not be expecting anything at all.
The centerpiece of this year’s campaign is a long-form spot, 'Neighborly,' that tells the story of a woman who observes and experiences the lack of personal interactions between residents in her apartment building. She then decides to break the norm by giving all her neighbors gifts of Scratchers — the good old fashioned way, by hand-delivery. But first she cleverly addresses all the envelopes “To:” and “From:” different apartments. The result is an apartment building that goes from strangers living in silos to friends coming together to celebrate their common bond.
Not only do we see it snow in California, hinting at the magic in the air, but the spot is set to an equally magical track appropriately titled, Signals, by up and coming artist, Júníus Meyvant. D&G collaborated with the directorial team The Guard Brothers.
The campaign will be featured across OOH, digital, social, experiential and radio components, encouraging people across California.
Credits
Agency: David&Goliath, LA
Founder & Chairman: David Angelo
Chief Creative Officer: Bobby Pearce
Group Creative Director/Copywriter: Greg Buri
Creative Director/Art Director: Tushar Date
Creative Director/Copywriter: Jimbo Embry
Associate Creative Director/Copywriter: Nick Micale
Associate Creative Director/Art Director: Bennett Austin
Associate Head of Strategy: Kristen Knape
Senior Strategist: Chris Kwak
Managing Director of Broadcast Production: Paul Albanese
Executive Producer: Curt O’Brien
Senior Broadcast Producer: Juliet Diamond
Business Affairs Manager: Yenia Paez
Managing Director: Robin Osborne
Account Director: Janet Wang
Account Supervisor: Amy Laughlin
Account Executive: Sarah Cohen
Assistant Account Executive: Alexis Niekamp
Senior Project Manager: Mike Antonellis
Managing Director, Integrated Production & Technology Services: Peter Bassett
Executive Producer: Noah Luger
Director of Print Services: Meredith Walsh
Production Company: Smuggler
Directors: Guard Brothers
Co-Founders: Patrick Milling-Smith and Brian Carmody
Director of Photography (TV): Justin Brown
Director of Photography (Digital Videos): n/a
Executive Producers: Alison Kunzman
Line Producer: Alexandra Lisee
Sales Representative: Brent Novick
Post Production:
Agency: Roger
Executive Creative Director: Terry Lee
Executive Producer: Josh Libitsky
Head of Production: Liz Catullo
Editor: Chris Mena, Nancy Berni
Compositor: Josiah Taylor
Sound Design, Color Grading: Josiah Taylor
VFX Supervisor: Justin Wilcott
Telecine: Sean Coleman
Colorist: Company 3
Online & VFX: Jamm
Lead Flame Artist: Brian Hajek
Producer: Justine Pregler
Executive Producer: Asher Edwards
Mix House: Lime Studios
Sound Mixer/Engineer: Mark Meyuhas