A new creative platform for Loto-Québec Casinos 'We’re all play' has launched. With this initiative created and developed by Cossette, the organisation 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.

“‘We’re all play’ is more than a tagline - it’s a state of mind, promising to satisfy your thirst for fun,” says Jean-Michel Guay Dagenais, director of communications at Loto-Québec. “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.”

“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,” adds 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.