2026 Winner

Loto-Québec brought its long-running “You Should Play” platform out of home with simple, highly relatable moments of everyday luck, tailored for transit environments. Across buses, metros and stations, the creative captures quick, familiar situations – small wins, coincidences, near-misses – and reframes them as a playful nudge to try Lotto 6/49. Built for speed and clarity, the executions use humour and cultural insight to connect with commuters on the move. Rather than pushing jackpots or odds, the work focuses on recognition, turning everyday moments into a recurring, shareable reminder that luck can happen anytime... so you should probably play.

Credits

AGENCY: SID LEE
* David Allard - Executive Creative Director
* Pascal Tremblay - Creative Director
* Alexis Caron-Côté - Copywriter
* Félix-Antoine Brunet - Art Director
* Simon Caspar - Art Director
* Thalie Poulin - VP, Account Services
* Catherine Savoie - Account Director
* Catherine Lemoyne - Account executive
* Ariane Rondeau - Executive Producer
* Annick D’auteuil - Producer
* Rosalie Savard - Production Coordinator

CLIENT: LOTO-QUÉBEC
* Janie Thériault - Director of Integrated Marketing Communication
* Zoé Doucet - Senior Project Lead, Marketing Communications
* Julie Bernier - Media Specialist

Sid Lee Média - Media Strategy

Le Quartier - Photo Production

M&H - Infographic & Motion Production