When California Lottery was ready to launch Powerball, they decided they needed a different approach. With only about 30% of Californians feeling positive about the Lottery brand, they needed to go beyond just showcasing Ferraris or yachts. They needed to start changing perceptions about the Lottery and its players. Like California itself, the California Lottery stands for optimism and opportunity, so we took that fact and built a movement around it. But “Believe in Something Bigger” isn’t just a tagline, it’s a mindset—one that inspires people to think beyond what’s possible: to be part of a movement of optimism and larger-than-life dreams and to serve as a filter for the Lottery and the people who play.