California Lottery Starts with Outdoor First

California Lottery "Adopt a Highway" Billboard by David and GoliathI’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.

California Lottery "Football Team" Billboard by David and Goliath

California Lottery "Big Red Ball" Ambient by David and Goliath

California Lottery "Believe in Something Bigger" Billboard by David and Goliath

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Todd Turner

Todd Turner has been an art director at Adams Outdoor Advertising in Charleston, SC since 2004. He has created award-winning campaigns for large brands like McDonald’s, Bojangle’s and Harley-Davidson but has spent most of his career working with small local businesses to create advertising that actually works.

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