Building trust in ahigh stakes category
My first exposure to the lotteries industry came through the Western Canada Lottery Corporation. Back then it wasn’t large campaigns or major rebrands—my hat was junior designer working on scratch tickets—lots of them. We often handled the entire lifecycle: naming, gameplay concepts, design, and promotional materials. That hands-on involvement gave me early insight into product thinking, not just design execution. Eventually, I designed the visual identities for WCLC’s Scratch ’n Win and Instant sub-brands, as our team became a go-to creative partner.
That foundation made for a seamless transition into work with Manitoba Lotteries Corporation (later Manitoba Liquor & Lotteries), including campaign development, retail promotions, themed casino collateral, social responsibility campaigns and a full corporate rebrand. It was a balancing act between excitement and ethics, fun and responsibility—what I would call a serious game of tug-o-war where everyone needed to win.
That tension—between attraction and accountability—continued to define our work as we shifted into large-scale brand campaigns. On one side, we were tasked with repositioning the Casinos of Winnipeg as vibrant, multifaceted entertainment destinations. On the other, we were helping deliver public messaging around responsible gambling. Two very different briefs, delivered for the same organization. And together, they helped show just how far a clear idea, grounded in insight, can stretch.
Your Moment Awaits
Challenge: Promote the city’s two unique casinos—Club Regent and McPhillips Station—as a unified entertainment destination under the new Casinos of Winnipeg brand. Engage a wide demographic with messaging that could scale across both traditional casino-goers and newer audiences, while balancing evolving entertainment offerings, an updated visual identity, and a competitive hospitality market.
Phase One –Building Anticipation
Solution: The first phase introduced the overarching theme: Your Moment Awaits. The idea was to position the casinos as more than just gambling destinations—they were places for concerts, dinner, and experiences worth looking forward to.
Visually, the campaign embraced that sense of anticipation. Whether it was the moment before the curtain rises, the split second before a roulette wheel stops spinning, or the clink of a glass before the first bite—every ad invited you to imagine what your night could hold. The creative appeared across outdoor, print, online ads, and airport placements.
ClientManitoba Liquor & Lotteries ProjectCasinos of Winnipeg-Your Moment Awaits Campaign Year2014
Phase Two –Turning It Up
Solution: The second phase evolved the campaign with a playful visual metaphor: a stylized slot machine/Jack-in-the-box hybrid. Instead of cherries and bars, this machine offered up 3D-rendered experiences—an Elvis impersonator, a chocolate-covered dessert, an ace in your hand. It was your night, dialled up.
This phase retained the core “moment awaits” message, but delivered it with more visual energy and brand personality. Executions included airport advertising, large-format outdoor, responsive online ads, and transit media—all unified by custom digital visuals.
ClientManitoba Liquor & Lotteries ProjectCasinos of Winnipeg-Your Moment Awaits Campaign Year2016
Phase Three –Sharing The Experience
Solution: With the launch of Club Regent’s new Event Centre, MBLL wanted to appeal to a younger demographic—millennials who valued shared experiences, socializing, and attending live events with friends.
This campaign extension positioned casino action as one part of a great night—not the whole story. The TV spot followed a group of friends out on the town, using a multi-ending format to reflect a variety of experiences—from concert energy to casual gaming to grabbing a bite together. Supporting online ads mimicked real-life text exchanges to highlight how the experience extended well beyond the event itself.
ClientManitoba Liquor & Lotteries ProjectCasinos of Winnipeg-Your Moment Awaits Campaign Year2018
Results:
While no performance data was shared, the Your Moment Awaits platform spanned multiple phases and years—an indication of both internal traction and sustained brand relevance. It helped reposition the casinos as multifaceted entertainment destinations and served as a creative throughline during a period of significant organizational evolution.
GameSense -Play for fun.Use your GameSense.
GameSense was originally developed by BCLC as a responsible gambling brand, but MBLL needed to adapt it and this initial campaign for a new audience in Manitoba. Our role was to help bring the brand to life in a way that felt local—empathetic, clear, and quietly disarming. The result was a pair of relatable, real-world spots built on universal truths and subtle humour.
Challenge: Support MBLL’s social responsibility goals by promoting healthy gambling behaviour. Adapt the GameSense brand for a Manitoba audience in a way that feels genuine, not preachy—and speak to players before they find themselves at risk.
Solution: Two relatable :30 second TV spots grounded the brand’s message in everyday social situations. One featured a campfire musician awkwardly asking for tips; the other, an auction-goer realizing he can’t afford his winning bid. Each ended with a simple line of guidance, reinforcing GameSense’s role as a helpful, preventative voice..
Results:
The successful adoption of GameSense led to strong brand awareness across MBLL’s gaming properties—and directly inspired the launch of DrinkSense, a similar initiative for the liquor side of the business. Our agency helped build and adapt both programs, reinforcing the organization’s leadership in social responsibility.
ClientManitoba Liquor & Lotteries ProjectGameSense – Play for Fun. Use your GameSense. Year2018