California Lottery: Holiday Scratchers

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Lotteries are typically known for showing selfish wins (for example, receiving a big check with your name
on it), which doesn't really have place around the holidays. The California Lottery wanted to change the
way consumers think about Lottery Scratchers, but with every brand trying to capitalize on the magic of
the holiday season, they needed to do something new and unexpected for them to stand out. Rather than
try to sell a specific holiday-themed Scratchers ticket, we wanted to tap into that holiday spirit of
heartwarming traditions, and include gifting Scratchers for the holidays. We wanted to turn Scratchers
into a holiday movement.
Mar 03, 2014
David And Goliath
Chief Creative Officer:
David Angelo
California Lottery
Executive Creative Director:
Colin Jeffery
Creative Director/Art Director:
Eron Broughton
Art Director:
Shaun Wright
Peter Hughes
Strategic Planning Director:
Kristen Knape
Junior Account Planner:
Jessica Watts
Managing Partner, Director of Client Services:
Brian Dunbar
Account Director:
Stacia Parseghian
Management Supervisor:
Janet Wang
Account Executive:
Lindsay Brown
Assistant Account Executive:
Brea Talsness
Manager Broadcast Production:
Carol Lombard
Senior Producer:
Karen Jean
Digital Director:
Josh Crick
Director of Digital Delivery:
Robert Boucher
Digital Producer:
Michael Karney
Digital Producer:
Erica Tremblay
Brandon Yano
Director of Print Services:
Meredith Walsh
Production Company:
The Guard Brothers
Director of Photography:
Joost Van Gelder
Managing Partner/Co-Founder:
Brian Carmody
Executive Producer:
Allison Kunzman
Executive Producer:
Carole Hughes
Line Producer:
Alexandra Lisee
Editorial Company:
Lucas Eskin
Assistant Editor:
Ryan Dahlman
Post Producer:
Jonathan Carpio

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