Advertising Brief: Backing Olympic Champions, Lottery Style

OLG's "Sponsored by You" campaign, launched on June 27, 2024, features Olympians like Andre De Grasse and Penny Oleksiak. It highlights how every OLG ticket purchase directly supports Ontario athletes through programs like Quest for Gold. Developed by BBDO Canada, the campaign flips traditional sponsorship, showcasing everyday players as the true sponsors of local athletes. This engaging campaign spans TV, social media, digital platforms, and OOH, aiming to create a personal connection between players and the athletes they support.

The National Lottery - Paris 2024" by The National Lottery, posted on July 18, 2024, highlights how buying National Lottery tickets supports Team GB and ParalympicsGB on their journey to Paris 2024. Featuring inspirational footage of athletes and players, this ad campaign emphasizes the impact of lottery funding on athletes' success and celebrates the collective power of National Lottery players.

 The National Lottery

No one supports Olympic and Paralympic athletes more than National Lottery players 🤞#ThanksToYou #Paris2024 @TNLUK pic.twitter.com/aZ5ZGBOqYO

Hoosier Lottery's "Bring Home the Gold with Team USA" campaign, launched on July 15, 2024, invites players to join the excitement with new Team USA Scratch-off and Fast Play games. Featuring instant prizes up to $10,000, this campaign encourages fans to get their game on and support Team USA while having a chance to win big. The campaign is promoted across social media platforms and aims to engage lottery players with a patriotic twist.