Agency David&Goliath has launched the “CA Believes” initiative for the California Lottery which recognizes and celebrates individuals who aspire to “Believe in Something Bigger.” The campaign consists of a series of six inspirational short films, each featuring the real life story of different individuals in California who are defying the odds, changing lives and chasing their dreams on a daily basis.
“’Believe in Something Bigger’ started as a tagline for Powerball. But soon we realized it could mean something bigger,” said David Angelo, founder and chairman of David&Goliath. “It became the start of a movement. And it inspired us to find six different people in different places doing some pretty special things.”
One of the films focuses on Bruno Serato, a restaurant owner in Anaheim, California, who pays it forward by preparing 1,000 plates of pasta each day to children in need. Todd Krolczyk of Arts & Sciences directed the shorts, including the one simply titled “Bruno,” introducing us to the pasta man.
The films are housed at http://cabelieves.com/. , a website that also includes a call-to-action that asks users to tweet or upload their own stories–using the hashtag #CADream–about what inspires them to “Believe in Something Bigger.”
CreditsClient California Lottery Agency David&Goliath, Los Angeles David Angelo, founder/chairman; Colin Jeffery, chief creative officer; Greg Buri, Basil Cowieson, creative directors; Todd Rone Parker, Scott Pargett, sr. art directors; Daniel Kelly, sr. copywriter; Mike Wilson, Mike Wilson; Courtney Pulver, copywriter; Kristen Knape, director, strategic planning; Paul Albanese, Carol Lombard, managing directors of broadcast production; Katie Johnson, Mia Lischer, broadcast producers; Jennifer Giannettoni, sr. broadcast producer; Josh Crick, director of digital; Robert Boucher, director of digital delivery and technology; Michael Karney, digital production and technology manager. Production (digital) Deploy Inc. Production Arts & Sciences Todd Krolczyk, director; Michael Lockridge, JP Perry, DPs; Nancy Novokmet, co-founder; Mal Ward, managing director/partner; Marc Marrie, exec producer/partner; Christopher Broyles, line producer. Editorial/Post Spinach Productions Art Castle, editor, colorist/VFX; Jonathan Carpio, producer. Music Yessian Marmoset, Terrorbird Sound Design/Mix Margarita Mix Nathan Dubin, Jimmy Hite, sound engineers.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More