Loto-quebec Outdoor BILLET NOIR by Lg2 Quebec

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Industry Lottery & Gambling
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Canada
Agency Lg2 Quebec
Creative Director Philippe Comeau, Marc Fortin
Art Director Simon Touzin
Copywriter Sylvain Dufresne
Account Supervisor Julie Dubé
Released January 2012

Credits & Description

Category: Entertainment & Leisure
Advertiser: LOTO-QUÉBEC
Product/Service: LOTTERY
Agency: LG2
Creative Director: Marc Fortin/Philippe Comeau
Copywriter: Sylvain Dufresne
Art Director: Simon Touzin
Account Supervisor: Julie Dubé
Account Manager: Jacynthe Prince/Frédérique Perron-Thomas
Planner: Stéphane Mailhiot
Account Manager: Jacynthe Prince/Frédérique Perron-Thomas
Planner: Stéphane Mailhiot
Other Credits: Print Production : Lg2fabrique Billboard : Astral Média/Version Image Plus Media : Carat

Ambient Execution Description
Loto-Québec is the sole lottery distributor in Quebec. In order for consumers to differentiate its various products, Loto-Québec must develop a distinctive communication each time a new lottery is launched. In the case of Billet Noir, a scratch lottery, the chosen themes were mystery and discovery.
We created a billboard that gradually revealed the prizes in the dark. We’ve replaced the billboard’s light bulbs with 440 W black lights. An ink sensitive to this light was then applied to the numbers.

Loto-Québec’s core target group was men aged between 35 and 45, curious, sophisticated and fans of new products and technology.