Loto-Québec

Marie-Claudel Lalonde, Director of Strategy & Marketing Communications
Janie Thériault, Director, Communication & Marketing
Zoé Doucet, Project manager

Sid Lee *Lead Agency

Alex Bernier, Executive creative director
Marianne Brault, social media manager
Alexis Cadieu, Writter
Julien Roub-Charland, Creative technologist
Zachary Labrosse-Rémillard, Creative technologist
Christopher Jones, Creative Director
Alexandre Pellerin, Art Director
Quentin Fachon, Writer
Noémie Martin, Account Services
Jenny Pham, Account services
France Wong, VP, Account services
Saskia Von Lignau, Producer

SId Lee média

Frederic Lanteigne, Media Strategist
Emily McAllister, Media Strategist

Gorditos

Nicolas Monette, Director
Claude-Antoine Guibord, Editor
Véronique Poulin, Producer

BLVD

Québecor

If you can’t change the game, change how it’s played. In only three years, Lotto 6/49 turned its equity as a losing game into acts of celebration for everyday victories in life. By shifting the reason why people should play Lotto 6/49 and turning everyday moments of luck into purchase occasions, the campaign reverted decades of declining sales among Millennials in the industry. Today, the tagline You should play 6/49 is used daily by Quebecers, a saying that ensures the lottery's relevance and ticket purchases for years to come.