“OLD MINER DISCOVERS HIS MIDAS TOUCH DURING THE GOLD RUSH.”
— The Inspiration Room
California is known for two things: surfing and the Gold Rush. When the California Lottery launched Hot Streak Scratchers we decided to tap in to the latter and dramatize what it feels like to actually go on a hot streak. The spot was shot on film with Panavision lenses and colored at Technicolor, which in and of itself was fun as hell.
Director
ROBERT JITZMARK
“D&G ASKS THE AUDIENCE IN NEW LOTTERY AD.”
— Adweek
Director
BRIAN BILLOW
From Bob Barker to Drew Carey, The Price Is Right has been an iconic staple in pop-culture since 1956. When the California Lottery decided to launch a Scratchers version of the game, there were a few very obvious directions to take the campaign. So we pushed ourselves and landed on the least obvious idea: the audience.
Not being a national account, The California Lottery work doesn't garner much ad buzz but the campaign was well received was and featured on Adweek.
“LOST IN SCRATCHERS GAMES HE LOSES ALL SENSE OF PLACE.”
— Adweek
Director
NEZ
When the California Lottery shifted the Scratcher paradigm from a one-off card to a book of one-off cards the pressure was on. There was a bigger payout than the typical Scratcher, but the budget was the same. So we partnered with a young visual director who didn't have an extensive commercial reel but had created some of the most-viewed music videos of all time. We fought for him and ended up giving him the job.
As far as the idea goes, we all know there's nothing quite like getting lost in a good book. But what happens when it’s a book of Scratchers and you're at Venice Beach? You get lost, and hopefully don't end up smoking meth.
The campaign was well received and we were all quite proud of the production value we got out of a 500K budget.
A mobile game was also created as part of the campaign where players had to find 'Lucky', the character who got 'lost' in the broadcast.