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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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






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