OLG wants to redefine what it means to win, with a new masterbrand platform aimed at younger players.
The “Winning Pieces” hero spot shows a dramatic countdown deadline for three young people to claim a prize. It tells the story of Noah, who longs to hang out with his childhood friends during the holidays, only to learn that this year they’re not coming home. When a newscast reports an unclaimed winning lottery ticket is about to expire, he’s compelled to spring into action on the group’s behalf.
“We all know the lottery and gaming category. It’s flashy, over-the-top and up until recently filled with celebrity endorsements,” says Maxine Chapman, VP brand and marketing officer at OLG. “With our target skewed towards younger players, we set out to do something different. A story about friendship, nostalgia and shared dreams, centered around believable characters in unbelievable circumstances.”
The launch film “Winning Pieces” serves as a metaphor for OLG’s power to create winning experiences, through entertainment, community give back, and bringing people together, and as Chapman points out, the brand believes winning is more than just the result, it’s about the feeling.
OLG’s “Bring Home the Win,” its new platform, eponymous microsite and holiday film were created in partnership with BBDO Canada. BBDO Canada’s chief creative officer Max Geraldo, says that it wanted to “capture the essence of what OLG offers communities,” which OLG has consistently done, touting the benefits of doing good to the broader community and that profits are reinvested into Ontario’s coffers/communities.
The film will run in cinemas, online and on broadcast over the holiday season, and is part of a larger campaign including out of home and social.
The media agency working on the campaign is EssenceMediacom.
