2020 Winner

CASE SUMMARY

The woman with a Quebec accent answers her phone to an automated recording of a man congratulating her on having won a “dream cruise to the Bahamas.” Incredulous, she begins shouting to her spouse about the news – and does not hear that she has been “randomly selected” and is “only three steps away” from claiming her all-inclusive vacation prize. Not that it matters: the woman tells the person on the other line that she already lives in the Bahamas and therefore doesn’t need the prize. Having won the Lotto Max jackpot of $70 million, she and her spouse are living comfortably enough as it is. This spot for Loto Québec, by Sid Lee, suggests lottery winners don’t need to worry about money scams.

Credits

Client :Loto-Québec - Marie-Claudel Lalonde, Janie Thériault, Martine Adam

Agency : Sid Lee
Executive creative director : Alex Bernier
Creative director : Christopher Jones
Copywriter : Nicolas Labbé
VP, account services : Geneviève Boulanger
Account directors : Marie-Julie Cossette, Véronique Proulx
Account executives :Arianne Goulet, Jessica Dubois Lefort
Coordinator : Charles-Ely Legris
Producers : Marie-Christine Toupin, Stéphanie Gagné
Sound : La Majeure