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OLG’s going to 'Bring Home the Win' this holiday season, launching the new platform with a holiday film. Created in partnership with BBDO Canada, the platform sets out to redefine what it means to play and win with OLG. It’s not only a win for you. Every play is a win for others too, because 100% of profits go back to local communities. 

The launch film 'Winning Pieces' serves as a metaphor for OLG’s power to create winning experiences, through entertainment, community give back, and bringing people together.

The idea started with a question - what if a single play with OLG (in this case a lottery ticket) had the power to help bring friends home for the holidays?

'Winning Pieces' tells the story of Noah, who longs to hang out with his childhood friends over the holidays, only to learn that this year they’re not coming home. When a newscast reports an unclaimed winning lottery ticket is about to expire, he’s reminded of the unfulfilled plans he made with them the previous year. Plans formed when Noah suggested they sign a lottery ticket together. Will fate (and some holiday magic) bring home the win before the ticket expires?

“We wanted to capture the essence of what OLG offers communities,” says Max Geraldo, BBDO’s chief creative officer. “Working with our partners at OLG to rebuild their Masterbrand has been an exciting process and we are collectively proud of the where we have landed.”

“We are very excited to officially launch OLG's new Masterbrand positioning 'Bring Home the Win' which sets out to redefine what it means to win with OLG.”  says Maxine Chapman, VP brand and marketing officer at OLG, “We believe winning is more than a result, it’s a feeling. This winning feeling starts with each play and radiates outwards because every play with OLG is a winning one, as 100% of profits go back to local communities.”

The film will run in cinema, online and on broadcast over the holiday season and is part of a larger campaign including out of home, social, etc.