Powerball is as big as the lottery gets. It inspires people to think about things on a whole new level. It creates a new feeling of hope and optimism for bigger and better things. It motivates people to consider what they would do to make a real and honest difference in the world. It can even make people consider how one little change in their daily routine could lead to an incredible new life of opportunity and generosity. In this way Powerball has the unique ability to make all of us believe in something bigger.

The campaign cut through and connected with Californians in a big way. The results? It was the most successful lottery launch in US history. It shattered records by selling over $3 million worth of tickets in the first day, and $8.5 million in four days. Furthermore, the California Lottery is so inspired by the Believe in Something Bigger campaign, they've adopted the tagline as a mantra of sorts, and are looking to shift the brand in a new direction thats connects with Californians on a deeper level like this campaign did.

In the weeks leading up to the launch we released billboards that simply said "Believe" and posters featuring iconic moments throughout history where enormous odds were defied by believing. Soon after we released a TV spot. Online, a twitter based website encouraged people to share their own California dreams by using the hashtag #CAdream. We held a facebook contest that allowed people to upload their own version of the song "California Dreamin". We continued to believe by placing giant red balls all over California. Billboard headlines now started to appear to get people excited to play.