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Loto-Québec Casinos and Cossette Remind You That ‘We’re All Play’ in Creative Platform

Creative 79 Add to collection

Cossette works with Ivan Grbovic to bring a festive world to life

Loto-Québec Casinos and Cossette Remind You That ‘We’re All Play’ in Creative Platform

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.

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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

Music: 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

Genres: Storytelling

Categories: Sports and Leisure, Gambling

Cossette Quebec City, Wed, 20 Jul 2022 14:24:47 GMT