It’s a Win-Win
Heart & Stroke Lottery
When sports betting and lottery ads swarmed Ontario, Heart & Stroke needed a way to differentiate. While the throng strictly focused their spotlights on the prizes and excitement, we turned ours on the winners — the real ones. We interviewed, photographed, and elevated members of our community with heart disease or stroke experience. Reminding the province that world-class care in a time of need is a greater prize than $1,000,000 ever could be.
Feel the Thrill of the Win
The stars of our first campaign video were stroke survivor, Katherine Isaac, and her family. The spot launched on local TV stations in a 30s format and as 15s & 6s YouTube pre-rolls.
Three more audio-only formats aired on Spotify, Apple Music, and Sirius XM.
A $1,000,000 Phone Call
During the most exciting moment of the lottery, we wanted our mission to take the spotlight. We opted to have Katherine pick up the phone to call the Grand Prize winner. Her energy was palpable and she took the opportunity to express her gratitude towards everyone who helped make an impact on health care in Ontario.