New work from Humanity

Humanity Agency is marking a milestone with their latest campaign for Manitoba Liquor & Lotteries (MBLL). This campaign is the first ever under MBLL’s Informed Gambling platform, an initiative designed to help casino players make smarter, more informed choices about their gambling. 

Casinos are designed to keep players engaged and that can lead some into a flow state where time, logic, and self-awareness fade. MBLL’s goal isn’t to tell people not to play—it’s to give them the tools to recognize when they’re getting swept up and help them stay in control. 

“We know players want to be in the driver's seat, but this sometimes leads them to rely on myths about being able to control outcomes. Through this campaign, we wanted to bust myths in a fun way and then connect players to trusted ways they can control their play.”

Carin Davidson, Social Responsibility Consultant at MBLL.

 

Created in partnership with creative agency Humanity, the campaign consists of 30s digital ads, 30s digital audio spots, and in-casino signage and digital displays that use humour and everyday Manitoba scenarios to bring common gambling myths into focus. Whether it’s pouring the perfect slushie (a nod to Manitoba’s title as the Slushie Capital of the World), using “lucky number 7” to pick a winning meal on a restaurant menu, or waiting for a big catch with a lucky charm or two while ice fishing, each spot brings flawed gambling logic into relatable, lighthearted situations. The campaign features well-known Manitoba comedians whose delivery and familiarity bring authenticity and charm.

“Humour is an often-overlooked human emotion. We knew we had to get people’s attention in a way that wasn’t preachy or too educational. So we took common gambling myths—like the belief that you can control the outcome, or that a big win is just around the corner—and placed them in everyday scenarios. It’s designed to help bring back self-awareness and disrupt the flow state.”

Carolyn Shaw, Chief Creative Officer at Humanity.

 

The campaign is anchored by the message: “Only you can control how you play.” It’s a simple but powerful idea that reminds players that they can—and should—plan ahead before they even step onto the casino floor.

"Players tend to have positive experiences when their game plan is based on elements they can control - namely, the time and money they spend and the game types they play. This is the idea behind Informed Gambling." adds Carin Davidson. 

Players are directed to InformedGambling.ca to learn more, explore tools, and access tips before they play. Winnipeg casino-goers can also visit the Informed Gambling Centres located inside both of the city’s casinos for resources or simply a break in their play.

Creative was led by Humanity, with Mast Creative for production and Media Propulsion Laboratory handling media planning and buying.

Credits:

Agency: Humanity
Chief Creative Officer: Carolyn Shaw
Executive Creative Director: Bryan Hobson
Art Director: Mitch Sharpe
Copywriter: Shairina Brown
Designer: Roberto Russian
Production: Gillian Parr
Chief Strategy Officer: Ryan Hughes
Strategist: Agnes Ho

Production: Mast Creative
Director: Ian Krahn
DP: Kaeleb Visram
AC: David Warkentin
Sound: Matthew Reimer
PA: Shanda Offenberger
Hair + Makeup: Elise Krahn

Great campaign, congrats team Humanity!!