2026 Winner

OLG needed to build belief in the chances of winning among South Asian audiences, many of whom didn’t see themselves as likely winners despite the scale of OLG payouts. Diwali, a celebration defined by luck, prosperity and new beginnings, created a culturally relevant way to challenge that perception. The campaign centred on a playful question: “What are the chances that someone at a Diwali party shares your name – and also wins with OLG?” Brought to life through a retro Bollywood-inspired execution, the work used stylized storytelling, humour and heightened coincidence to dramatize the fact that, with millions of winners each year, winning isn’t rare. In fact, it’s happening all the time, to people just like you.The campaign ran across YouTube, Meta and programmatic channels with multilingual creative personalized to South Asian audiences. It delivered strong engagement and CTR performance, driven primarily by YouTube Demand Gen and Meta consideration tactics, which accounted for over 75% of results, while resonating across both new immigrant and acculturated segments. The campaign shifted winning from a distant possibility to something that feels close to home.

Credits

Agency - Balmoral Multicultural Marketing

Sharifa Khan, CEO
Jeffrey Almeida, Managing Director
Arif Rasheed, VP
Donovan D'Souza, VP
Puneet Ahuja, VP
Ajey Trivedi, Creative Director
Jocelyn Lam, Account Director
Esther Song, Account Manager
Mihir Thakkar, Media Manager

Client - Ontario Lottery and Gaming Corporation

Maxine Chapman, Brand & Marketing VP
Tyler Puley, Marketing Communications & Brand Experience Director
Greg Dermer, Brand Marketing Director
Khushboo Chauhan, Senior Brand Manager
Vivek Duggal, Senior Marketing Communications Manager