OLG hits the town in new brand spot

The Ontario Lottery and Gaming Corporation has come storming back into the public eye with a new brand campaign showcasing its financial contributions to the province.

The “Confetti” campaign is anchored by a 60-second video spot by FCB Canada called “Play for Ontario.” It shows people going about their daily lives when a “storm” of confetti in the OLG’s signature red, yellow and blue colours falls from the sky and blankets their town.

According to a release, the confetti is a visual demonstration of how when each Ontarian plays with OLG, “a confetti storm of good” is delivered to the province.

“Because OLG is about building an even better Ontario, we wanted to ensure the confetti was touching every Ontarian to visualize the vast impact OLG has on the province,” said Marty Hoefkes, associate creative director at FCB in Toronto. “The confetti acts as a great new brand cue that quickly symbolizes celebration and positivity for viewers.”

The spot was filmed at Backlot, a replica of a small town for movies, commercials and TV shows—including the Amazon series Jack Reacher—and operated by William F. White Studios. The 23-acre town, the largest movie backlot in the country, features 30 storefronts and five interior sets.

OLG has provided approximately $55 billion to Ontario since 1975, with funding being used to support everything from hospitals to amateur sport, local and provincial charities, as well as problem gambling prevention and treatment initiatives.

Chris Powell