The California Lottery has launched an ad campaign with a difference, ignoring the usual messages about huge cash wins and lives of luxury and instead concentrating on individuals who have made an impact on communities across the state. The online videos, created by LA agency David and Goliath, take the strapline â€œbelieve in something biggerâ€ and focus in on stories of people who make a difference in othersâ€™ lives, despite some of the stars having had to battle adversity themselves.
Those featured include Bruno, a restaurateur from Orange County, who grew up in a poor immigrant family and reminisces that, although they had very little, his mother ensured that there was always pasta to eat. Bruno is seen donating Italian food to local disadvantaged children and explains that he distributes 1,000 meals every day.
Susan Cervantes helps organize local people in San Francisco to paint murals, an experience which is enriching for those involved while also brightening up the neighborhoods for the residents. Another film shows Mayisha Akbar, founder of the Equestrian Club for Kids, encouraging inner-city children from Compton to take up horse riding.
David and Goliath chairman, David Angelo said, â€œItâ€™s hard to believe in winning the lotto. We think weâ€™ve found a very human way to link to the idea that anything is possible.â€
California Lottery players are encouraged to utilize the hashtag #CAdream to share the fantasies that they would like to make reality should they win one of the top prizes on Powerball, Mega Millions or SuperLotto Plus.
To find out more about the games available to California Lottery players, in addition to the latest winning numbers, visit the dedicated page on Lottery.net.