David&Goliath Has You Seeing Triple for California Lottery's New Triple Jackpot Scratchers

LA-based David&Goliath has created a new campaign, “Triple The Feeling,” for California Lottery’s Triple Jackpot Scratchers that just might have people seeing, and winning, in threes.

Based on the fact that each Triple Jackpot Scratchers ticket has three top jackpot prizes, instead of one like all other Scratchers tickets, “Triple The Feeling” brings to life the idea of three times the winnings, excitement and anticipation across every touchpoint of the campaign.

Kicking off the integrated campaign is a :60 film that encapsulates the feeling of playing for three top prizes versus one. It starts with a man exiting a convenience store, fresh off the purchase of a Triple Jackpot Scratchers ticket. After pulling out a coin to start scratching, he suddenly multiples into three versions of himself – one for each of the three jackpots found on the ticket. Overtaken by the prospect of tripling his win, he breaks into dance and spreads his joy to others as he journeys throughout the city.

To help bring the film to life D&G enlisted renowned European director, Bruce St. Clair, for his distinct, story-driven directorial style, along with Director of Photography Greig Fraser who was behind the camera for Star Wars: Rogue One, Zero Dark Thirty, and who received an Academy Award nomination in 2017 for Best Cinematography for his work on the film Lion.

The dance sequence was choreographed by Fatima Robinson, recently named one of the “100 Most Creative People in Entertainment” by Entertainment Weekly. Fatima has been the choreographer behind many of the most memorable moments in dance entertainment and worked with artists including Prince, Rihanna, Pharell, and Black Eyed Peas, to name a few. The dance choreography syncs beautifully with the music by rising artist Allan Rayman, who recently received a Juno Award nomination for Breakthrough Artist of the Year at the Juno Awards of 2018, and whose second album Roadhouse 01 dropped in February and is already receiving critical acclaim.

A :30 version of the film aired this past weekend during the Oscars. Later this month, during March Madness, D&G will launch a social initiative called “Triple The Madness,” which will play off all three themes associated with basketball.

Additional elements of the campaign include OOH, digital, experiential and radio – which all bring to life the notion of “Tripling The Feeling” in different, fun and surprising ways.

CREDITS

Agency: David&Goliath, LA
Founder & Chairman: David Angelo

Chief Creative Officer: Bobby Pearce

Creative Director/Copywriter: Greg Buri

Creative Director/Art Director: Raul Garcia

Associate Creative Director (Copy): Chris DeNinno

Associate Creative Director (Art): Tushar Date

Associate Head of Strategy: Kristen Knape

Planner: Chris Kwak

Managing Director of Broadcast Production: Paul Albanese

Executive Producer: Curt O’Brien

Senior Broadcast Producer: Juliet Diamond

Director of Business Affairs: Rodney Pizarro

Business Affairs Manager: Yenia Paez

Associate Business Affairs Manager: Travis Kohler

Managing Director: Robin Osborne

Account Director: Janet Wang

Account Executive: Sarah Cohen

Account Coordinator: Alexis Niekamp

Project Manager: Mike Antonellis

Director of Digital Production: Peter Bassett

Senior Digital Producer: Noah Luger

Digital Producer: Kyle Stein

Senior Digital Art Director: Tim Hagan

Director of Print Services: Meredith Walsh

Senior Art Producer: Andrea Rosenfeld

Production Company: Serial Pictures

Directors: Bruce St. Clair

Director of Photography: Greig Fraser

Founding Partner/Executive Producer: Violaine Etienne

Executive Producer: Timory King

Head of Production: Jennifer Gee

Line Producer: Joshua Goldstein

Editorial House: Spinach

Editor: Patric Ryan (from Whitehouse)

Assistant Editor: Nicole Stewart

Producer: Patricia Gushikuma

Executive Producer: Jonathan Carpio

Telecine: Adam Scott

Colorist: The Mill

Visual Effects Studio: JAMM

VFX Supervisor/Lead Compositor: David Hernandez

Flame Artist: Brian Hajek

Executive Producer: Asher Edwards

Producer: Ashley Greyson

Production Coordinator: Justine Pregler

Music: Allan Rayman

Mix House: Margarita Mix

Sound Mixer/Engineer: Nathan Dubin

Digital Production Company:  Los York

Creative Director: Shane Griffin

Executive Producer: Garrett Braren

Producer: Christian López

Animator: Drake Welsh