California Lottery - California Soul
Being charged with the task of creating
a campaign for the California Lottery that speaks to the vibe and energy of the African-American market in California, we created California Soul. We focused on the fact that a large number of the proceeds from the lottery funded schools and aided youth programs in California.
The feel was inspired by the song of the same title by Marlena Shaw.
Digital
Convenience Stores
Outdoor
TV Spot
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