The Power of Five
California Lottery
When you find a number that works for you, you stick with it.
—— TV Campaign for David&Goliath
Insight
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.
Idea
We tell 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. Turns out, a while 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.
Impact
Fantastic, for real. Our story was the best performing California Lottery campaign to date.
The core of the campaign is our tv commercial “Forever Five” in which we introduce the fable of a fictional fellow who is fixated on the figure five. Following the spot, we created an interactive experience, allowing everyone to find out more about this fascinating feeling for five.
AdAge
AdWeek
Ads of the World
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.
Idea
We tell 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. Turns out, a while 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.
Impact
Fantastic, for real. Our story was the best performing California Lottery campaign to date.
The core of the campaign is our tv commercial “Forever Five” in which we introduce the fable of a fictional fellow who is fixated on the figure five. Following the spot, 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
Creative Directors
Philipp Dietz
James Cohen
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
Creative Directors
Philipp Dietz
James Cohen
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