• by Larissa Faw , May 9, 2016

The California State Lottery Commission is projecting total sales of $6 billion for 2015–16 and estimates that this level of sales would result in $1.4 billion for education. 

To encourage more people to play Power 5 Scratchers, the group's agency, David & Goliath (D&G), is introducing a new campaign based around the number five.  

The centerpiece of the integrated effort is the :60-second Forever Five TV spot that tells the story of Will Harris who is so fixated on the number five that his life revolves around it, from his morning rituals to his vacation.

At first Will’s behavior is a mystery, but it’s soon revealed that his strange obsession with five makes perfect sense since he once played Power 5 Scratchers and won $555,555.  

The campaign includes TV, radio, digital, social and out-of-home and appears throughout California, including Los Angeles, San Francisco, Sacramento, Fresno and San Diego.

Last September, D&G and the California Lottery celebrated the group's 30th anniversary with a campaign thanking all the Californians that have helped to support schools by playing lottery games.