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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.

Project Roles
Creative Director
California Lottery
Project Industries