Loto-Québec Casinos

We’re all play

Agency: Cossette


With a nod to the worlds of fashion and film, the new creative platform from Loto-Québec Casinos highlights the immersive experience of being at a casino—from the wide selection of games and first-class restaurants to incredible shows, bars and dance floors.
To bring this festive world to life, Cossette worked with Ivan Grbovic, the internationally celebrated Québec director of the masterpiece Drunken Birds, who proudly represented Canada at the Oscars. The centrepiece of the campaign is a video starring three larger-than-life characters about to have an epic evening at the casino.

This professional campaign titled 'We’re all play' was published in Canada in July, 2022. It was created for the brand: Loto-Québec Casinos, by ad agency: Cossette. This Film medium campaign is related to the Gambling and Recreation, Leisure industries and contains 1 media asset. It was submitted over 1 year ago by Daphné Cousineau of Cossette.


Advertiser: Loto-Québec Casinos
Clients: Marie-Claudel Lalonde, Jean-Michel Guay Dagenais, Claude Dupuis

Agency: Cossette
Creative: Anne-Claude Chénier, Patrick Michaud, Alexandre Émond-Turcotte, Philippe Brassard, Jessica Fecteau, Nicolas Doyon, Chris Belanger, Ambre Chekly, Julien Hérisson
Product: Sébastien David, Benoît Chapellier, Rosalie St-Cyr, Johanie Gonneville, Mélanie Desjardins, Olympe Ramonatxo, Héloïse Dessanges
Strategy: David Thomas, Rémi Charpentier

Production agency: Septième
Broadcast production and post-production: Alexandrine Perras, Catherine Richard, Audrey Blackburn, Lisa Houchat, Florence Parent
Print production: Natalie Desmeules, Maxime Bluteau, Marie-France Cypihot, Daniel Cartier
Linguistic services: Émilie Robertson, Karen Martin, Carol-Ann Savick

Media agency: Cossette Media
Media activation and planning: Geneviève Marchand, Mohamed Sekkat, Delphine Chapard, Julie Tamiozzo, Audrey Faucher-Murphy

Production house: Les Enfants
Executive production: Visant Le Guennec
Director and DP: Ivan Grbovic
Post-production: MELS

Music: Cult Nation
Producer: Sean Sable
Music: Mathieu Lafontaine
Sound: François Bélanger, Théo Porcet

Photo studio: L’Éloi
Producer: Jérome Arowas
Photographer: William Arcand
Lighting and photo assistant: Raphaël Rahim Nikiema
Photo editor: Kushtrim Kunushevci
Stylist: Cary Tauben


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.