The Power of Five
California Lottery
Five is a number worth fixating on. Why? Because when you truly believe in its power, good things can happen. Like, say, winning $555,555.
The integrated campaign for the California Lottery tells the story of Will Harris, a guy so fixated on the number 5 that his entire life revolves around it — from his morning rituals to his Cinco de Mayo vacation.
At first, Will’s behavior is a mystery, but it’s soon revealed that his strange obsession with the numeral makes perfect sense. Awhile back, he played Power 5’s Scratchers and won $555,555. And as we all know, when you find a number that works for you, you stick with it.
The core of the tv campaign is our commercial “Forever Five” in which we introduce the fable of a fictional fellow who is fixated on the figure five. Followed by that we created an interactive experience, allowing everyone to find out more about this fascinating feeling for five.
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AdWeek
Ads of the World
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The core of the tv campaign is our commercial “Forever Five” in which we introduce the fable of a fictional fellow who is fixated on the figure five. Followed by that we created an interactive experience, allowing everyone to find out more about this fascinating feeling for five.
AdAge
AdWeek
Ads of the World
—
Agency
David&Goliath
Production
Park Pictures
Post-Production
Method Studios
MPC
Directors
Christian McKenzie
Patrick Chen
Cinematographer
Andrij Parekh
Editor
Katie Turinski
VFX
Emily Irvine
Music
Ring the Alarm
Colorist
Mark Gethin
David&Goliath
Production
Park Pictures
Post-Production
Method Studios
MPC
Directors
Christian McKenzie
Patrick Chen
Cinematographer
Andrij Parekh
Editor
Katie Turinski
VFX
Emily Irvine
Music
Ring the Alarm
Colorist
Mark Gethin
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