If you are a deep practitioner of the media capabilities of the 2026 world, then you would be aware that a brand needs about 20,000 unique pieces of content per year for different demographics, psychographics etc.
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That's why we've created Clapboard - to produce quality video content at a low enough cost. Quality being contextual to the social media platform, not necessarily high production, thus delivering the best bang for your every buck
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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
Post Production
Craft, Andrew Exworth
Editor
David Hicks
Vfx Studio
The Vanity, Sean Cochrane, Craft
Type Design
Chrystian Danaculov
Music
Grayson Music Group
Brand
Play Alberta
Brand Manager
Rick MacDonnell
Marketing Director
Jessica Powell
Marketing Manager
Curtis Van Brabant, Lisette Maassen
Campaign Proposition
The "Go All In On Excitement" campaign by Play Alberta leverages the brand’s proposition of reigniting everyday excitement through accessible, diverse gambling options within a secure, local platform. It positions Play Alberta not just as an online gambling destination but as a solution to routine boredom, offering variety through casino games, sports betting, and lottery ticket purchases. The campaign highlights the brand’s promise that even those with inherently thrilling lives can find renewed engagement and spontaneity by integrating Play Alberta into their leisure activities.
Strategically, the campaign taps into a universal insight: monotony dulls even the most exhilarating experiences. By featuring individuals with dynamic yet repetitive professions—a storm chaser, a wrestling referee, and a rodeo clown—the creative underscores that excitement can wane regardless of lifestyle. This relatable narrative builds an emotional connection, emphasizing that anyone can experience a slump that Play Alberta can help overcome. The focus on local play also reinforces trust and social responsibility, assuring the audience that their participation supports Alberta’s communities and services, thereby appealing to regional loyalty.
The campaign’s timing and media choice—film assets distributed in Canada in 2023—support immersive storytelling to engage viewers and demonstrate the shift from routine to revitalized excitement. The inclusion of welcome offers serves as an incentive to trial, bridging the emotional appeal with tangible entry points. Overall, the campaign combines human-centric storytelling with a clear value proposition and localized social impact, aiming to attract and retain Canadian gamblers seeking both entertainment and assurance in their online gaming experiences.
Creative Device
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign centers on three individuals with inherently exciting professions—a storm chaser, wrestling referee, and rodeo clown—who have nevertheless become bored by the routine of their thrilling lives. The ads highlight this unexpectedly relatable problem: even lives that seem exciting can become dull. Play Alberta is introduced explicitly as the solution, rekindling their excitement through online gambling activities. The narrative and meta descriptions are strongly anchored in showing the problem (loss of excitement) and then resolving it directly via the product.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
Competitive Planks
Ontario Lottery and Gaming Corporation (OLG) – Positioned as the trusted and government-regulated gambling provider in Ontario, OLG emphasizes player safety, responsible gaming, and a broad product portfolio that includes lotteries, casinos, and online sports betting. Their marketing often highlights community reinvestment and innovation through digital transformation.
British Columbia Lottery Corporation (BCLC) – BCLC focuses on accessibility and convenience with its PlayNow online platform, targeting a tech-savvy audience. Their positioning stresses fun, responsible gaming, and reinvestment in healthcare and community initiatives to build trust and loyalty within British Columbia.
LeoVegas – As a digital-first gambling brand, LeoVegas leverages mobile gaming innovation and live casino experiences. Its positioning centers on seamless user experience, cutting-edge technology, and entertainment, targeting younger, digitally engaged gamblers across Canada and globally.
Bet365 – Bet365 is known for its extensive sports betting options and live betting features. Their strategic angle revolves around offering a comprehensive, user-friendly platform backed by strong brand recognition internationally, catering to serious sports bettors seeking real-time engagement.
Lotto Max (through various provincial lottery corporations) – Lotto Max is positioned as Canada’s leading lottery game with large jackpots and national appeal. The brand emphasizes dreams, life-changing wins, and easy access through multiple provincial platforms, reinforcing excitement around traditional lottery play.
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