2020 Winner

CASE SUMMARY

Big risks don’t always translate into big rewards – a message the Responsible Gambling Council (RGC) shared with Chinese Canadians in the GTA during the Lunar Year. To help problem gamblers and their families access the council’s support services, RGC launched an integrated campaign that repurposed three popular Chinese greetings (“May the good fortune roll in”; “Wishing you abundance year after year”; and “May your family be blessed with happiness”), each with a twist to the final Chinese character to stress the potential risk of gambling. The visual of a coin, for example, implied that their prosperity could roll away. Events at key Chinese shopping malls also educated the public with games that stressed the importance of safe gambling.

Credits

Partner VP Creative - Jensen Tsoi
Associate Creative Director - Doris Chan
Associate Creative Director - Pierre Tang
Account Director - Chris Lee
President & CEO - Albert Yue
VP Media - Lilian Lo
Media Executive - Brigitte Lo