2021 Winner

To celebrate its 50th anniversary, Loto-Québec decided to bring back the two best things from 1970: its very first lottery, the Loterie Mensuelle, and Quebec’s most trusted news anchor, Bernard Derome. But not the legendary anchorman as he would be today – the 1970 version.

To accomplish this feat, Sid Lee used deep-fake technology to recreate Bernard’s face from back then. The agency combined his face with an actor who had similar features and used hours of machine learning to transpose Bernard onto the actor. It then featured the fake newscaster in two films, which audiences could not believe.

Theories and comments flooded Loto-Québec’s Facebook and Twitter pages, forcing the team to quickly release a making-of video, which broke viewing records. The Loterie Mensuelle garnered much attention, with the media using the campaign as a positive example of deep-fake technology.

Credits

Client : Loto-Québec
Director of Integrated Marketing Communication : Janie Thériault
Senior Project Manager - Advertising : Andréa Batista
Project Manager - Advertising : Annie Woang

Agence de création : SID LEE
Account Director : Veronique Proulx
Account Executive : Charles-Ely Legris
Executive Creative Director : Alex Bernier
Creative Director : Christopher Jones
Copywriter : Nicolas Labbé
Art Director : Pascal Tremblay
Creative Technologist : Julien Roub Charland
Lead Producer : Marie-Christine Toupin
Production Coordinator : Jessica Afonso
Technical Lead, Post-Production : Benjamin Des Rosiers
Video Editor : Myriam St-Aubin
Assistant Editor : Sonya Nadon
Creative Director, Motion Design : Olivier Valiquette
Motion Designer : Isabelle Vouligny
Director : Julien Hurteau
Director of Photography : Marc Simpson-Threlford
Art Director : Alexis Johnston
VFX Artist : Simon Beaupré
Vice President - Creative Strategy : Elisabeth Jamot
Strategy Analyst : Sophie Gibeault

Maison de post-production : MELS

Sound studio: Studio Lamajeure
Co-General Manager / Sound Hacker : Mathieu Morin