Created by David&Goliath, 'Play On A Whole New Level' takes us back in time to recall the golden age of gaming mania
It’s time to pull out your neon leg warmers, track suits and fanny packs, and rock out to your favourite mixtapes, as California Lottery is giving people something to look forward to by taking us back to the carefree and colourful '80s. Created by David&Goliath, California Lottery’s latest campaign 'Play On A Whole New Level' is introducing the first-time launch of Pac-Man Scratchers, bringing the game to new levels through this highly anticipated collaboration of two popular brands through this partnership.
In the acid-washed jeans decade of the 1980s, Pac-Man, now celebrating its 40th anniversary, revolutionised the world of video gaming. From fostering a love for the game with new audiences, to creating its own merchandise and TV shows, Pac-Man took over the world - and remains as legendary today. Continuing its legacy, California Lottery’s Pac-Man Scratchers family of $2, $5, and $10 tickets will appeal to adults of all ages who revel in the pop culture icons of the popularised decade.
“For those who remember the heyday of the '80s, it was one of the greatest pop culture decades ever. Some of the best movies, TV shows, music and video games came from this era and Pac-Man made video gaming history,” said David Angelo, founder and creative chairman of David&Goliath. “With this new Scratchers campaign, California Lottery recreates the excitement of the 80s and gives players a whole new level of gaming experience that’s both nostalgic and highly entertaining.”
Launched on 14th September and aimed at Californians 18+, the centrepiece of the fully-integrated campaign is a :30 spot which captures the essence of this totally tubular time including BMX bikes, leg warmers, and big hair—all to the iconic Simple Minds hit 'Don’t You (Forget About Me)'.
“We’re incredibly excited to be launching a campaign that embodies all the fun and optimism we represent as a brand. It’s our way of bringing a smile and some extra entertainment to our players—something we can all use a little more of right now,” said Sharon Allen, deputy director, sales and marketing at California Lottery. “This product launch will also play an important role in our ongoing mission to generate supplemental funding for California public education.”