Play Alberta - Rekindle Excitement with Online Casino | Clapboard

Go all in on excitement

Description

Launched in Canada in September 2023, the Play Alberta campaign "Go All In On Excitement," crafted by McCann Canada, reinvigorates the sense of thrill that can often diminish even in the most adventurous lives. This film campaign, consisting of three distinctive assets, showcases individuals engaged in inherently exciting professions—a storm chaser, a wrestling referee, and a rodeo clown—who nonetheless find themselves caught in the dullness of routine. Through their stories, the campaign captures a universal human truth: what once was exhilarating can lose its luster through repetition. The narrative pivots as these characters discover Play Alberta, a platform offering online casino games, sports betting, and lottery ticket purchases, accessible anytime and anywhere. This discovery rekindles their excitement, highlighting Play Alberta as a source of fresh thrills that complement even the most dynamic lifestyles. The campaign skillfully blends emotional storytelling with a call to action, encouraging consumers to break free from monotony by going all in on new forms of entertainment. Beyond just promoting Play Alberta’s extensive welcome offers—including over $100 in bonuses like free sports bets, cashback on lottery purchases, and online scratch and win games—the message strongly emphasizes responsible play, security, and local support. By choosing Play Alberta, players not only enjoy a safe gambling experience but also contribute directly to Alberta’s General Revenue Fund, supporting vital community programs and services. The campaign’s strategic use of relatable yet extraordinary characters, combined with a compelling value proposition, positions Play Alberta as the premier destination for excitement, community impact, and secure play. This fresh, engaging approach effectively communicates that no matter how thrilling life may seem, there is always room to amplify the excitement with Play Alberta.

Credits

Client

Play Alberta

Agency

McCann Canada

Cco

Josh Stein

Strategic Planner

AJ Jones, Russ Rickey, Ben Laughland

President

Ryan Timms

Managing Director

Megan Hardisty

Executive Creative Director

Brian Allen

Account Management

Ben Archer, Katy Devine

Producer

Julie Evans, Stef Fabich, Tess Waisglass, Lynn Skinner, Ian Webb/Hayley Taylor, Andrew Sulliman, Kristina Loschiavo, Nicholas Shaw

Art Director

Justin Tabakian

Senior Copywriter

Jordan Finlayson

Production House

Merchant

Directors

The Perlorian Brothers

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Campaign Proposition

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