Loto-Québec Casinos remind you: We’re all play

6/20/2022

Work

1 Cossette Les Casinos de Loto Quebec Image den tete

by Cossette

Loto-Québec Casinos are launching a brand new creative platform: We’re all play. With this initiative, the organization wants to better reflect its true essence by showcasing all its entertainment offerings.

With a nod to the worlds of fashion and film, the platform highlights the immersive experience of being at a casino—from the wide selection of games and first-class restaurants to incredible shows, bars and dance floors.

To bring this festive world to life, Cossette worked with Ivan Grbovic, the internationally celebrated Québec director of the masterpiece Drunken Birds, who proudly represented Canada at the Oscars. The centrepiece of the campaign is a video starring three larger-than-life characters about to have an epic evening at the casino.

2 Cossette Les Casinos de Loto Quebec Video

‘We’re all play’ is more than a tagline—it’s a state of mind, promising to satisfy your thirst for fun. It’s also an extremely fertile and flexible creative territory for our brand—it allows us to tailor our communications initiatives to our latest offers.

Jean-Michel Guay Dagenais, Director of Communications at Loto-Québec

To be all play, we had to be all in. From the very beginning, everyone put their heart and soul into this process so we could accomplish some technically challenging feats, such as having an actor arrive by parachute and making a tiger appear on the bar.

Philippe Brassard, Assistant Creative Director at Cossette

Launched in early July, the campaign features TV ads, signage, online and social media content, and initiatives at the casinos, created in partnership with the regions where each establishment is located.

4 Cossette Les Casinos de Loto Quebec Photos

5 Cossette Les Casinos de Loto Quebec Affichage

Credits

Advertiser: Loto-Québec Casinos

Clients: Marie-Claudel Lalonde, Jean-Michel Guay Dagenais, Claude Dupuis

Agency: Cossette

Creative: Anne-Claude Chénier, Patrick Michaud, Alexandre Émond-Turcotte, Philippe Brassard, Jessica Fecteau, Nicolas Doyon, Chris Belanger, Ambre Chekly, Julien Hérisson Product: Sébastien David, Benoît Chapellier, Rosalie St-Cyr, Johanie Gonneville, Mélanie Desjardins, Olympe Ramonatxo, Héloïse Dessanges Strategy: David Thomas, Rémi Charpentier

Production agency: Septième

Broadcast production and post-production: Alexandrine Perras, Catherine Richard, Audrey Blackburn, Lisa Houchat, Florence Parent Print production: Natalie Desmeules, Maxime Bluteau, Marie-France Cypihot, Daniel Cartier Linguistic services: Émilie Robertson, Karen Martin, Carol-Ann Savick

Media agency: Cossette Media

Media activation and planning: Geneviève Marchand, Mohamed Sekkat, Delphine Chapard, Julie Tamiozzo, Audrey Faucher-Murphy

Production house: Les Enfants

Executive production: Visant Le Guennec Director and DP: Ivan Grbovic Post-production: MELS

Musique : Cult Nation

Producer: Sean Sable Music: Mathieu Lafontaine Sound: François Bélanger, Théo Porcet

Photo studio: L’Éloi

Producer: Jérome Arowas Photographer: William Arcand Lighting and photo assistant: Raphaël Rahim Nikiema Photo editor: Kushtrim Kunushevci Stylist: Cary Tauben