Forever Five
California LotteryInsight
When you find a number that works for you, you stick with it. And five is a number worth fixating on. Why? Because when you truly believe in its power, good things can happen. Say, like, winning $555,555.
Idea
This is the story of Will Harris, a guy so fixated on the number 5 that his entire life revolves around it — from his morning rituals to his Cinco De Mayo vacation.
Impact
Finally, our fixation payed off the Power of Five was the best performing California Lottery campaign to date.
“Area man fixates on 5 in ‘Forever Five’ for the California Lottery.”
“Obsessed with the number five.”
“Get superstitious with numbers for the California Lottery.”