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Ontario Lottery and Gaming Corporation begins Sports Gut campaign

The Ontario Lottery and Gaming Corporation has launched a new campaign called "Sports Gut" for its Pro-Line brand. The campaign, developed by The Hive of Toronto, consists of television, print, digital and out-of-home advertising. It presents Pro-Line as a way to enhance the enjoyment of watching sports. This is the first campaign the agency has created for the corporation since winning the account in October 2009. "Every sports fan has had the experience of feeling deep down what the outcome of a game will be," said Simon Creet, chief creative officer at The Hive. "This campaign illustrates how it feels to be right about your sports hunch and to have placed a Pro-Line bet on the game." A second phase of the campaign making use of an in-bar experiential program will begin in October.

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