Sometimes… you just get lucky. That’s the message behind Loto-Québec’s “You should play 6/49” TV and OOH ads, which cycled through typically unlucky moments in a person’s day but then somehow turned around for the better (like toast landing right-side up or no lines at the passport office). TV spots showed the people who experienced those “lucky” moments later purchasing a lottery ticket. The campaign was also supported by digital billboards that used real-time data from the Ministry of Transportation. The ads popped up along highways where traffic was moving particularly smoothly, sharing the same “lucky you” sentiment and reminding drivers to buy a 6/49 ticket.

Individual Executions:
GOLD - Online Film Campaign, 15 Seconds and Under: "Toast/Passports/Elevator"
GOLD - Television Single, Small Budget: "Chopstick"
SILVER - Television Campaign, 30 Seconds and Under: "Scrabble/Doctor/Chopstick/Mechanic"
SILVER - Billboard Campaign, "Traffic"
BRONZE - Transit/Posters Single: "The Azur Train"