| Synopsis | ecause the truth is, all of our dreams start in black. And even though you initially only see darkness when you close your eyes, you quickly start to see the light and the world of possibilities that you’ve created in your mind. And just like people get past the black when they dream, people scratch past it with this lottery ticket to fulfill their dreams in reality. That notion is depicted in the :75 online spot titled "Dreams Start in the Black", in which a woman is first transported to darkness, then to a beautiful world filled with dream experiences. We watch her dream journey unfold while the captivating music track, “Shortline,” plays by singer/songwriter, RY X. To bring this world to life, D&G worked with Oscar-winning cinematographer Claudio Miranda (Life of Pi), and visionary director, Rich Lee, who has directed some of today’s biggest 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 Lottery,” said Greg Buri, Creative Director, 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.” Said Director 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 cut downs in CA markets such as Los Angeles, San Francisco, Sacramento and Fresno. Other components of the campaign include OOH, digital, social, experiential and radio – encouraging people across California to remember that there’s a dream behind every California Black Premium Scratchers ticket. Through social listening, a simple consumer insight was revealed: Lottery players are intrigued by the color black. And unlike other Scratchers, players reveled in the simple and elegant look of the ticket. The goal of the campaign was to create an allure around the color black that would set this Scratchers game apart from the rest. |