To unwrap the excitement of the holiday season with California Lottery, we tapped into the anticipation that holiday presents bring with a concept that answers the question: ‘Why Do We Play?’

Through compelling storytelling, we depicted the impatience felt by people of all ages as they eagerly await the unveiling of their Christmas presents. This evokes the raw emotion and joy of anticipating the treasures beneath the Christmas tree.

The campaign captured the essence of this shared experience, igniting a sense of nostalgia and wonder in the audience.