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.

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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