Lotto 6/49 begins campaign
By Derek Winkler
The Western Canada Lottery Corporation has begun a campaign for its Lotto 6/49 lottery called the “Millionaire Museum.” Developed by McCann Canada, the campaign consists of television and online video advertising, as well as digital out-of-home and social media elements. The creative presents a museum featuring lottery winners from the 1980s, 1990s, 2000s and today. The campaign uses the tagline, “Making Millionaires Since 1982.”
“With two guaranteed draws every week, Lotto 6/49 is one of Canada’s most consistent lotteries and the ‘Millionaire Museum’ celebrates exactly that,” said Justin Tabakian, associate creative director at McCann. “Most people picture a lottery win the same way: a photo in the paper with a giant cheque. We wanted to give that moment more texture, to imagine what it might have felt like to win in the ‘80s, the ‘90s, the 2000s, right up to today.”