Get That 6/49 Feeling

//  02.11.18




LOTTO 6/49 and FCB Launch a Whole New Feeling

FCB Canada launches new “Get That 6/49 Feeling” platform for LOTTO 6/49, the first major brand work since new partnership.

FCB Canada was awarded the OLG LOTTO 6/49 brand business in September 2017 and wasted no time developing a new creative platform to be shared by LOTTO 6/49 brands across almost all of Canada.

The platform invites everyone to “Get that 6/49 feeling”, with a campaign that puts the focus on Canadians from all walks of life experiencing joy in their own unique way. More than winning, the new campaign highlights the joy of playing and all the varied emotions that come with buying a ticket. There’s the anticipation of the draw, the hope a ticket gives you from the moment you slip it in your wallet, the love in sharing your winnings and the fun of playing with friends, co-workers and family.

“The brand has traditionally focussed on the feeling of the winning moment or after the win, but the truth is, playing LOTTO 6/49 delivers emotionally at every stage of the purchase cycle, win or not. We wanted to connect people to the brand at each of these moments,” says Jodie Bates, Director of Integrated Marketing Communications, Ontario Lottery and Gaming.

The campaign launches with a :30-second spot titled “Joy for All”, which pairs joyful moments in the lives of everyday Canadians with the same feelings they’ll find in playing and winning LOTTO 6/49. From weddings and holidays, to life’s big milestones, to game-winning celebrations, the spot shows that every Canadian, no matter who they are, what they believe, or where they’re from, can “Get that 6/49 feeling.”

“There’s something about this brand that connects and equalizes us. In that moment that I’m holding a ticket in my hand, I’m no different than the millions of other people doing the same thing. Regardless of who I am, or where I live, we’re connected by imagining the possibilities ahead. This platform is about expanding the lens through which we experience the brand,” says Nancy Crimi-Lamanna, Chief Creative Officer of FCB Toronto.

The campaign also features a :15-second web version of “Joy for All,” as well as radio, print, and digital banners that are running across markets such as Ontario, Atlantic Canada, Western Canada and British Columbia.

Additional campaign elements will be unveiled throughout the year.

About FCB Global & FCB Canada
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). With operations in Toronto and Montreal that include FCB Health (healthcare marketing), Fuel Content (content creation), FCB/SIX (CRM) and Segal, (licensing); FCB Canada was named Digital Agency of the Year in 2016 and 2017 by Strategy and was the most awarded Canadian creative agency at Cannes Lions 2017 and FCB Canada now has 10 shortlist candidates on the Creative Report Card. FCB Canada is proud to serve some of the world’s most admired brands including Air Canada, BMO, Beiersdorf, Clorox, Mondelez International, Ontario Tourism Marketing Partnership Corporation and Ontario Lottery & Gaming. To learn more about FCB Canada visit or and follow us on Twitter and Instagram: @FCB_Toronto.

Lotto 6/49 – Joy for All

Client Credits
Atlantic Canada:
Marketing Manager, Jackpot and Regionals at Atlantic Lottery Corporation (ALC): Shannon French

Director, Integrated Marketing Communications at Ontario Lottery & Gaming Corporation (OLG): Jodie Bates
Manager, Integrated Marketing Communications at Ontario Lottery & Gaming Corporation (OLG): Salima Noormohamed

Western Canada (AB, SK, MB):
Vice President, Marketing Strategy & Advertising at Western Canada Lottery Corporation (WCLC): Ken Schulzke
Manager, Draw Based Games at Western Canada Lottery Corporation (WCLC): Anne King

British Columbia:
Senior Brand Manager at British Columbia Lottery Corporation (BCLC): Connie Hue

Creative Agency: FCB Canada
Chief Creative Officers: Nancy Crimi-Lamanna, Jeff Hilts
Creative Director: Noel Fenn
Associate Creative Director:
Art Director: Michael Morelli
Writer: Marty Hoefkes
VP, Group Account Director: Elaine McDougall
Group Account Director: Hanh Vo
Account Executive: Jennifer Sobral
Agency Producer: Sharon Nelson-Bailey
Print Producer: Bruce Ellis
Print: Billy Mavrakakis
Director of Project Management: Shandi Horovitch
Sr Project Manager: Dimple Tailor
Chief Strategy Officer: Shelley Brown
Strategist: Spencer MacEachern

Production Company: Holiday Films
Director: Luis Gerard
Executive Producer: Derek Sewell
Line Producer: Kelly King
Director of Photography: Vinit Borrison

Editing House: Saints Post Production
Editor: Mark Paiva

Transfer Facility: Alter Ego
Colourist: Eric Whipp

Online Facility: Fort York/Radar

Music House: Silent Joe
Music Track Director: Jody Colero
Engineer: John (Wheels) Hurlbut

Development Studio: Plus K studios
Developer: Kirby Szeto
Developer: Subash Gurung