Informed Choices,
Smarter Gambling.

Manitoba Liquor & Lotteries

Creative Strategy, Campaign Platform, Integrated Campaign

Gambling without a solid plan? That’s like facing Winnipeg winters in flip-flops. Manitoba Liquor & Lotteries (MBLL) needed to speak to Manitobans in a relatable way—without the finger-wagging.

Challenge

Casinos are designed to keep players engaged, creating an environment where time and logic fade into the background. For Manitoba Liquor & Lotteries (MBLL), promoting responsible, informed gambling wasn’t about telling players to stop—it was about helping them recognize their own patterns of play. Our challenge was to create a public education campaign that would resonate with casino players across Manitoba while staying true to MBLL’s mandate.

We started by diving deep into the psychology of gambling and the flow state—a deeply focused mental zone where rational decision-making is diminished. In this state, players may develop an illusion of control, believing they can influence the outcome of a game leading them to chase the next win. However, once they exit the flow state, they often realize they were never actually in control.

To disrupt this cycle, we developed a clear, empowering proposition: “The only thing you can control is how you play.”

This insight shaped a strategy designed to gently interrupt the flow state, prompting self-reflection without telling them to stop playing altogether. Our approach focused on engaging, relatable messaging that met players where they were—inside the casino environment and beyond. Through MBLL’s Informed Gambling educational resources, we provided players with tools to develop healthier, more self-aware gambling habits.

Strategy

To truly connect with Manitobans, we leaned into local truths—the local culture, traditions, and shared experiences that define life in the province. Instead of delivering a generic responsible gambling message, we crafted a campaign that felt authentically Manitoban, ensuring that players could see themselves in the scenarios. The whole campaign was brought together by the line “Gambling logic isn’t logical in any situation”, and a call to action to control how you play.

Manitoba proudly holds the title of Slushie Capital of the World, so we created a spot centred around the pursuit of the perfect slushie—finding the right machine, the right store, and the right pour. Winnipeg’s thriving restaurant scene inspired another spot, where a diner obsessively searches a menu for the lucky seventh item. And finally, Manitoba’s embrace of winter and ice fishing set the scene for our third spot, featuring a man waiting for the perfect moment to reel in his catch—he just needs a lucky charm or two.

To bring these stories to life, we cast three well-known local comedians—faces that Manitobans would immediately recognize. Not only did this choice add authenticity, but it also ensured that the comedic delivery felt natural, making the message more engaging and relatable.

Beyond the three :30-second video spots, we extended the campaign’s presence across multiple touchpoints. Stills from the video shoots were used for OOH and paid social, reinforcing key messaging across different environments. To add further depth and variety, we incorporated the brand’s signature illustration style into tactical executions—ranging from organic social content to indoor casino signage—creating a seamless and recognizable campaign that could show up anywhere.

By blending live-action talent with illustrated executions and tapping into local culture, familiar faces, and humour, we built a campaign that didn’t just inform—it resonated.