Loto-Québec and Cossette unveil a new brand identity for Mise-o-jeu+

2/9/2022

Work

by Cossette

Cossette delivers the new branding of Mise-o-jeu+, Loto-Québec’s online sports betting platform. Powered by an integrated communications campaign, the new identity responds to the brand’s need to stand out in a rapidly evolving market.

Mise-o-jeu+ from Loto-Québec is where sports betting fans meet and is also the only legal sports betting website in Québec. The launch of a new campaign was the perfect opportunity to revamp the branding of Mise-o-jeu, with a more emotional tone to strike a chord with Quebecers.

Janie Thériault, Director of Marketing Communications at Loto-Québec

Bolder, more current and more sports-focused, the brand’s new visual identity targets both current and potential sports betters, and invites them to discover what Mise-o-jeu+ has to offer through the many emotions stirred up by their favourite sports.

The ad campaign, entitled Partage la victoire (“Share the Victory”), aims to bring sports betters and their favourite teams together amid the intensity and adrenaline rush felt at the moment of victory. The many variations draw a parallel between athletes and sports betters as they unabashedly celebrate according to the classic codes of each sport.

When you win a sports bet, you want to celebrate your victory, just like athletes. The idea was to position Mise-o-jeu+ as the best place to experience the intense emotions felt during the games. Visually speaking, we translated this desire by choosing a livelier, more competitive and more intense tone that reinforces the platform’s sports identity.

Patrick Michaud, Creative Director at Cossette

In addition to the complete rebranding, the offensive orchestrated by Cossette includes TV, radio and online spots, as well as a signage campaign to support promotional efforts through the winter season.

4b Loto Quebec x Cossette identite visuelle

Credits

Advertiser: Loto-Québec

Marie-Claudel Lalonde, Janie Thériault, Louis Beaudet, Sylvie Chartré, Cynthia Gladu

Agency: Cossette

Creative: Patrick Michaud, Anne-Claude Chénier, Christine Girard, Marc-André Lafrance, Chris Bélanger, Fabio Verdone Brand identity: Camille Lévesque, Alexandra Nolot, Lionel Michée, Anne-Marie Clermont Strategy: David Thomas, Rémi Charpentier, Florence Girod Product: Benoit Chapellier, Rosalie St-Cyr, Geneviève Sdicu

Production agency: Septième

Electronic production and post-production: Catherine Richard, Mélissa Audette, Anne Andrée Benoit, Audrey Blackburn, Pier-Luc Bourgault Print production: Colette Dumay, Victor Taranovici Linguistics: Chelsey Lam, France Auger

Production house: 4Zéro1 – Stéphanie Lord

Director: Benjamin Nicolas Photography: Julien Grimard Music: Mathieu Lafontaine Sound: Cult Nation – François Bélanger

Media agency: Cossette Media

Media: Jean-Sébastien David, Geneviève Marchand, Fauve Doucet, Delphine Chapard