Understanding the Challenge

We don’t know of a single person who hasn’t dreamt of winning the lottery and who hasn’t wanted a better life than they have. The OLG entices people to dream large. It’s a gamble, and some people get addicted to the risk, the highs, the winning…the eventual loss. All of it plays into a gambling addiction, and thus, OLG is responsible for ensuring people are using their services in a healthy and non-detrimental manner.

Our Approach

Our concept plays on the well-known gambling proverb “The house always wins” through misdirection. We see a house being foreclosed upon, we see the eviction notice, and yet we tell you, the house always wins. Just not your house.

Using a darker colour house door with a slight vignette to draw the eyes in and give a sense of weight to the ad and the situation it portrays. We then contrast it with lighter colors in the copy and supporting elements to make those aspects pop and “shock” the reader to ensure it hits them and is not glossed over.

This campaign will be based where any OLG operations such as casinos, convenience stores, online gambling sites, etc. The ads will be presented first for a print medium, then adapted to social media as required.