Description
Since the online gaming and sports betting market opened to private operators in 2022, Ontarians have grown concerned with the increase in gambling advertising and potential impact to problem gambling in the province. Recognizing this, it was time for OLG - Ontario’s largest provider of gaming products, and a leader in Responsible Gambling initiatives - to be a distinct counterpoint to the rest of the category.
The new mass campaign was developed by TBWA\Canada for PlaySmart, OLG’s responsible gambling program. Its goal is to show how PlaySmart is always there to help keep betting healthy and players in control of their game.
The campaign introduces a new creative tag line ‘With you every step of the play’, along with the PlaySmart Advisor, a character created to represent the ultimate resource when it comes to playing smart. Just like the PlaySmart program, he’s there to guide you throughout your play experience so gaming can stay fun and never get out of hand.
To address elevated concerns surrounding problem gambling, a portion of the campaign focuses on the high-risk player. They’ll be targeted with ads highlighting PlaySmart tools like budget setting, customized play limits and play breaks.
“When it comes to gambling, we know it could be hard for players to admit they have a problem. So for our message to break through, we wanted to disarm them with humour. We think if we can make our targets smile, they’ll be more open to our message and to learning more about the tools available from PlaySmart and OLG.” says Sarah Deziel, ACD at TBWA\ Canada.
“In today’s dynamic environment, OLG’s PlaySmart program is leading the way in helping players stay informed, understand risks, and engage in healthy gambling habits. By offering budget-setting tools and access to support, PlaySmart empowers players to make informed choices, promote positive play, and keep gambling fun while staying in control of their play.” said Catherine Meade, OLG’s Vice-President of Community, Sustainability & Social Responsibility.
With all four major sports leagues active, the campaign extends to ads focused on sports bettors, which began airing mid-October. OLG’s ‘The Sports Bettors Draft’ zeroes in on players who, based on their risky gambling behaviour, are drafted by PlaySmart because they can benefit from the tools and resources available from the program. The effort is aimed at ensuring fans don’t get carried away with their betting and keep it as a fun part of the sports viewing experience.
All told, the campaign showcases OLG’s PlaySmart program as a key resource when it comes to responsible play. This unique approach to not just communicate the commitment to responsible gambling in Ontario, but also reach the players who need it most, underscores OLG’s dedication to keeping gambling safe and fun.
The campaign created by TBWA\ Canada will run across Ontario until February within TV, Digital and Social as well as on the sports streaming platform, DAZN. All media buying was handled by EssenceMediacom.
This professional campaign titled 'PlaySmart' was published in Canada in October, 2024. It was created for the brand: OLG, by ad agency: TBWA\Canada. This Integrated medium campaign is related to the Gambling industry and contains 7 media assets. It was submitted 21 days ago.
Credits
CLIENT: OLG
Maxine Chapman - VP, Brand & Marketing Officer
Catherine Meade - VP, Community, Sustainability & Social Responsibility
Aaron Glynwilliams - Chief of Staff to President & CEO
Greg Dermer - Director, Enterprise Brand & Marketing
Antoine Vandemoortele - Director, Policy and Research Strategy
Anya Vybornova - Senior Player Education Manager, Social Responsibility
Diana Pratt - Senior Brand Manager, Enterprise Brand & Marketing
Lily Rodriguez - Player Education Manager, Social Responsibility
Sehar Khan - Player Education Manager, Social Responsibility
Carly Armel - Manager, Campaign Manager
Jeff Bomben - Social Media Manager
Gokul Prasad - Digital Media Performance Manager
Sharon Doughty - Senior Customer Insights Manager
Norman Chang - Customer Insights Manager
CREATIVE AGENCY: TBWA\ CANADA
Tania Montemarano - VP, Group Account Director
Stephanie Martins - Group Account Director
Margaret Han - Account Supervisor
Karlina Bear - VP, Strategy
Travis St. Denis - Strategy Director
Ron Smrczek - Chief Creative Officer
Gui Bermejo - VP Creative Director
Nick Doerr - VP Creative Director
Jake Bundock - ACD, Art Director
Sarah Deziel - ACD, Writer
Alina Prussky - Senior Broadcast Producer
Nate Mayuga - Project Manager
Jason Dick - SVP, Operations & Delivery
Rudong Zheng - Digital Graphics Lead
PRODUCTION - MERCHANT
Benji Weinstein - Director
Ian Webb - Executive Producer
Farrah Khaled - Executive Producer
Hayley Taylor - Executive Producer
Colin Walker - Head of Production
Andrew Graham - Line Producer
Marc Guspie - 1st AD
Ian Carl - 2nd AD
Alan Kuipers - Production Manager
Courtney McAllister - Production Coordinator
Andre Pienaar - DOP
Francis Pienaar - 1st AC
Luis Ignacio Plana Martinez - 2nd AC
Dylan Pouliot - VTR
Ryan Alexander - DIT
Suzanne Link - Script Supervisor
Nathan Monk - Gaffer
Jesson Moen - Production Designer
Dominika Monica - Art Director
Karlyn Koeser - Buyer
Hannah Bergstein - Assistant Buyer
Kirk Biernaskie - Prop Master
Sofia Valyaeva - 2nd Props
Suzanna Cole - Lead Dresser
Kate Day - Stylist
Allie Yonick - Stylist Assistant
Christine Kohut - Make-up Artist
Helene Mackenzie - Hair Stylist
CASTING - POWERHOUSE CASTING
Andrew Hayes - Casting Director
Tristan Abraham - Casting Director
EDITORIAL - SAINTS
Aaron Dark - Editor
George Abraham - Assistant Editor
Emily McKay - Executive Producer
AUDIO - GRAYSON
Tyson Kuteyi - Audio Director:
Kelly McCluskey - Audio Exec Producer
Vlad Nikolic - Engineer
Kevin MacInnis - Engineer
Ben Swabrick - Sound Designer
Rich Hamilton - Music Supervisor
ONLINE & TRANSFER - VANITY
Andrew Exworth - Colourist
Jordan Benegbi - Colourist
Naveen Srivastava - VFX
Kayla Baxter - Executive Producer
MEDIA - ESSENCE MEDIACOM
Amanda White - Group Account Director
Jamie Ellis - Account Manager
Lianna Sakvarelidze - Account Supervisor, Paid Social
Kateryna Kuritsyna - Senior Programmatic Manager
Michela Tenaglia - Senior Media Executive
Jaclyn Berzins - Account Director
Johnny Xie - Account Manager, Paid Social
Saloni Thapa - Account Manager, Paid Social
Kasey Woods - Programmatic Manager