ONTARIO LOTTERY & GAMING
ALL FOR HERE
Before OLG there was Wintario. It was Ontario’s first provincial lottery, created to raise funds for important sports and cultural projects in communities across the province. There was a live draw on television broadcast from a different community every week. Everyone used to tune in to see if their numbers won but also to see the community profiles and stories of where the money went.
40 years later, Wintario is long gone and OLG is all grown up. It offers countless ways to play through lottery, casino and horse racing. The vast majority of communications are focused on introducing new offerings and encouraging dreams of winning. But the thing is, the billions of dollars raised each year still go back tomake the communities of Ontario better places to live. This story simply wasn’t being told. Until now.
The Hive, working with design partners Jacknife, created a new OLG positioning to remind Ontario that 100% of OLG proceeds are invested back into the province. The ALL FOR HERE campaign launched on the 40th anniversary of Wintario’s first draw and featured OLG’s sponsorship of the PanAm torch relay as a vehicle to tell the story of the countless communities and lives that are touched by OLG funding.