Lotto 6/49 plays with the codes of its platform

In the fifth year of its popular #YouShouldBuyA649 campaign, Loto-Québec and Sid Lee had some fun with the platform by continuing to reinvent the “rules.”

First, the campaign went back in time, way before this lottery was invented, when moments of luck couldn’t be celebrated with the purchase of a ticket. Interestingly, each spot tipped its hat to well-known ads from the campaign by using the actors from the original ads. 

The campaign then returned to modern times to show characters who are familiar with the platform and apply it to everyday situations, for better or worse.
A special spot was also created for social media, where we asked users who was the actual lucky person in a somewhat ambiguous situation.
Finally, animated spots were also created in which the brand’s world exploded in larger-than-life situations (for the holidays and for Halloween).

Client: Loto-Québec — Marie-Claudel Lalonde, Janie Thériault, Zoé Doucet
Agency: Sid Lee
Creative director: Alex Bernier
Creation: Christopher Jones, Julien Roub Charland, Nicolas Labbé, Pascal Tremblay, Quentin Fachon, Francis Levesque, Alexandre Pellerin
Illustrations: Benjamin Lamingo L’ecuyer, Éric Valiquette
Account services: Geneviève Boulanger, Marie-Julie Cossette, Véronique Proulx, Arianne Goulet, Jenny Pham
Agency production: Stéphanie Gagné, Marie-Soleil Patry, Saskia Von Lignau, Marie-Christine Toupin
Realization: Nicolas Monette — Gorditos
Production: Véronique Poulin — Gorditos
Motion design: Félix Arseneault, Olivier Valiquette
Media: Sid Lee Media