California Lottery Starts with Outdoor First

I’ve often told agencies and clients to start with outdoor advertising first when developing a campaign. This boils your campaign down to the essence of your message. Start with TV first and you’ll often end up with a great 30-second spot and a bunch of boring out-of-home and print ads.

David and Goliath shows us how to do it right with this campaign for the California Lottery. I can just imagine it started with the simple “Believe” outdoor execution that quickly spawned numerous iterations in outdoor, ambient, and a beautiful TV spot. The giant red ball is a nice touch that feels more art project than ad. It’s subtle, smart, and just plain fun.