Manitoba liquor & lotteries - gamesense: wins are random

Gambling is no joke. But that doesn’t mean you have to take on an entirely serious tone with your audience to make a connection. To inform and comfort our audience, which in GameSense’s case was (you guessed it) regular gamblers, our “Wins are Random” campaign hit the mark by keeping it simple, but still having an engaging tone of voice.

We used simple animations with killer voice-over reads to nail our main messaging, stating if you sweet talk your machine or if you think you’re on a hot streak, it doesn’t matter because wins are always random. And yes, I did have to do my Barry White impression to sell the radio scripts to a boardroom full of clients at Manitoba Liquor & Lotteries (see below).

Along with the award-winning (Signature Awards) broadcast TV and Radio, we released simple, supporting messaging on social and outdoor.

I helped lead the team in concept development and was the primary copywriter throughout the campaign’s run.

Manitoba Liquor & lotteries - gamesense: breaks help

I’m not in the business of telling people what to do. It’s my job to give an audience A) entertainment and B) a takeaway. Our “Breaks Help” campaign for GameSense let both of those notions shine.

With our Breaks Help campaign, we used a visually compelling campaign that emphasized the real-life benefits of taking a break from gambling. Our TV spots, shown digitally and as broadcast, played on the tropes of everyday advertising to highlight the importance of taking a breather. They also gave our audiences of healthy alternatives, while staying casual, informative and memorable.

In its year-long run, the campaign increased awareness of the GameSense brand from 22% to 31%. This growth exceeded the 5% increase initially targeted. I helped lead the team in concept development and was the primary copywriter for all mediums throughout its duration.