To honor the strong bond between a teacher and a student, and to celebrate National Teacher Appreciation Month, California Lottery asked celebrities to go back to the place where they were first encouraged to follow their lifetime goals, to elementary school, and suggested they kindly thank their teachers.
A professor’s biggest jackpot consists of their students’ sincere appreciations, and to prove this, the State Lottery launched the “Back to the Start” campaign, made in partnership with Mediabrands Society. The campaign highlights the real impacts educators can have on someone’s life.
To conclude what is a one-year-long campaign in a grand way, CA Lottery brought Venus Williams into the spotlight, and followed the tennis star on her way to say thanks to her first school teacher who inspired and helped her follow her dreams.
The emotional experience is captured in a two-and-a-half-minute-long video and follows Williams’ trip down memory lane, which starts in front of Mark Twain Elementary School in Lynwood, California. Out of there, she goes to surprise her first-grade teacher, Judy Vellegas. While the passionate professor runs her class, the famous athlete sneaks into the classroom, and embraces the teacher whom she first met about 30 years ago.
The successful 36-year-old tennis player had a clear message for the teacher: “You are a star! Thanks for all that you’ve done to help me rise,” giving her a symbolic gift to show her how much she appreciates the person who pleasantly marked the start of her harmonious development. Deeply touched by Williams’ initiative, the teacher says she distinctly remembers Venus: “I am really proud of her. It’s a heartwarming feeling to know I was a part of her young life.”
A good and dedicated teacher usually means a healthy start for a child. That’s why this campaign assists CA Lottery’s effort to financially support California’s public schools, by contributing an impressive $1 billion annually. The lottery’s Deputy Director of Corporate Communications, Russ Lopez, declared that, “The California Lottery has a long history of recognizing and celebrating the amazing teachers in our public school system.”
Besides the current video directed by award-winning film director Lucy Walker, the campaign portfolio includes two other documentary-style ads, in which pop rock band HAIM and famous chef, Guy Fieri, take part in similar journeys in order to show their personal admiration for their teachers’ hard work.
Mediabrands Society’s Chief Creative Officer, Nick Childs, said “This campaign captures the fact that no matter who you are, no matter how successful you become, lessons from a great teacher last forever. When people see these stories, hopefully they can connect them to their own lives and even reach out to thank a teacher who meant a great deal to them.”
“Back to the Start” is an open invitation for any former student who wants to send their love and appreciation to a professor who helped them in carving a sure path for a successful adult life. Use the #ThankATeacher hashtag and make sure to also thank your teacher for making you a better person!
Credits:
Client: California Lottery
Agency: Mediabrands Society
Filmmaker: Lucy Walker