Informed Gambling
MANITOBA LIQUOR + LOTTERIES
PROMO & COMMERCIAL
LIFESTYLE PHOTOGRAPHY
RADIO
TACKLING GAMBLING MYTHS WITH HUMOUR AND HEART.
For the Informed Gambling campaign, we helped create a lighthearted, relatable series that playfully unpacks the myths behind gambling habits. Across three commercial spots, stills, and radio, we brought humour, local charm, and familiar Manitoba faces — including comedian Dean Jenkins — to remind audiences that gambling logic isn’t logical, and the only thing you can control is how you play. The result: an authentic, entertaining campaign that connects through honesty and a wink of fun.
Promo + Commercial
SLUSHEE
A FROZEN LESSON IN CHANCE AND CHOICE
In Manitoba, where slushies are serious business, local comedian Mike Green shares his "winning system" for pouring the perfect slushie. From timing the store visit to choosing the right machine, he’s confident he’s cracked the code — until his foolproof plan leaves him with a cup full of watery syrup. This 30-second spot uses humor and a classic Manitoba experience to mirror the myths behind gambling habits, reminding players that relying on “systems” won’t change the odds — and the smartest play is an informed one.
+ Winnipeg, Manitoba
MENU
WHEN LUCKY NUMBERS LEAD TO CREAMED EEL.
Sometimes, having a “lucky system” doesn’t lead to the results you expect. In this 30-second spot, a diner proudly explains her foolproof restaurant strategy: always pick the seventh seat, at seven o’clock, and order the seventh item on the menu. Confidence quickly turns to regret when her lucky number delivers a steaming bowl of creamed eel soup. Through humor and a relatable moment, the spot highlights how gambling logic often falls apart — and why it’s smarter to focus on what you can control.
+ Winnipeg, Manitoba
ICE FISHING
WHEN LUCK’S YOUR BAIT, DON’T EXPECT MUCH.
When you believe in luck over skill, anything can happen — even on the ice. In this 30-second spot, an ice fisherman explains his unique approach to success: forget bait and tackle — all you need are lucky long underwear and a few secret charms. His strategy? A horseshoe on the end of his line. Using classic Manitoba humor and a familiar winter scene, this spot reminds players that luck isn’t a strategy — and informed decisions are the smartest bet.
+ Winnipeg, Manitoba
photography
STILLS THAT CARRY THE MESSAGE WITH A WINK.
We captured a series of stills for the Informed Gambling campaign that extended the humour and personality of the commercial spots into print and digital. Featuring authentic moments, familiar Manitoba faces, and playful visual nods to common gambling myths, the imagery was crafted to grab attention, spark a smile, and carry the campaign’s message across ads, social, and in-casino displays.
radio
TURNING PLAYFUL INSIGHT INTO A RADIO MOMENT.
For radio, we adapted the audio from the “Menu” spot — capturing its humour, familiar local voice, and playful take on gambling myths. The result was a light, engaging radio ad that carried the campaign’s core message to listeners in a way that felt authentic, entertaining, and perfectly in tune with the rest of the series.
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