The Effie Awards, recognizing the best in marketing effectiveness in the world, were presented in Canada for the first time on June 6 in Toronto. Sid Lee went home with three awards, including the first Grand Effie awarded in Canada, honouring the best creative strategy in the country for its “You Should Play 6/49” campaign for Loto-Québec.
Luck was definitely on our side as the campaign also won a Gold Effie in the Sustained Success – Services category. The strategy was inspired by everyday moments of luck in the lives of Quebeckers. Whether it’s catching the last metro or finding the phone you lost, the idea is that good things come in pairs.