2020 Winner

CASE SUMMARY

There’s a special hand gesture that’s used by Chinese communities when they want to congratulate and wish their loved ones a prosperous new year. The greeting is called “Kung Hey Fat Choy” and OLG figured out how to recreate it using only its lottery tickets. The creative double-entendre was seen in print, OOH, on TV, at events and in retail during the Lunar New Year, with the gaming corp giving new and casual players two free Lottario plays if they purchased $15 worth of Lotto Max and Lotto 6/49 tickets.

Credits

Partner VP Creative - Jensen Tsoi
Associate Creative Director - Doris Chan
Associate Creative Director - Pierre Tang
VP Client Services - Arif Rasheed
Account Manager - Lily Kwong
President & CEO - Albert Yue
VP Media - Lilian Lo
Media Manager - Rachen Yuen