Extravaganza

Craft Music

2013

lg2
e: marc.fortin@lg2.com

Ad Agency: lg2 Creative Direction: Marc Fortin, Philippe Comeau Art Direction: Jean-Christian Bizier Copywriting: Philippe Comeau Account Supervisor: Claudia Joly VP Account Services: Julie Dubé Account Manager: Sophie Labarre Agency Producer: Julie Lorazo Director: Iouri Philippe Paillé Production House: La Cavalerie Recording Engineer: Sonart Music: Apollo Development: lg2fabrique Media: Carat

To launch its $100 MILLION Extravaganza scratch ticket, Loto-Québec gambled on an extravagant campaign that mirrored the golden ticket itself. And at the heart of this campaign: a music video that parodied actual hip hop videos and featured two “everyday Joes” leaving a corner store, only to be catapulted into a “bling-bling” universe.The video got more than 100,000 views in a few weeks and got parodied on the Quebec New Year TV show.