OLG Players Deliver a Confetti Storm of Good with Each Lottery Product

Ontario Lottery and Gaming Corporation’s (OLG) mandate is to give back to the province, with 100% of the profits being reinvested into Ontario. In the last five years, OLG provided $9 billion back to the province for its key priority programs. 

While OLG offers a range of entertainment choices at retail with lottery products, online at OLG.ca with various casino, lottery, and sports games, and at local casinos, many are not aware that money goes back to the province, into our communities and all the good it accomplishes.

Since 1975, OLG has provided approximately $55 billion to the people and Province of Ontario. These funds help support provincial priorities including the operation of hospitals, amateur sport, local and provincial charities, and problem gambling prevention and treatment initiatives.

“Social responsibility is core to OLG’s values. Consumers, especially adult Ontarians under 35, are very invested in supporting their local communities,” says Jenna LeBlanc, VP OLG brand and marketing. “Over the last year, this movement has accelerated across the province as a result of covid-19. They’re motivated to support brands that align to these values and can help make a real difference, so we need them to know that playing with OLG helps your local retailers and your community.”

To demonstrate their Corporate Social Responsibility and to create awareness of all the good they do for Ontario, OLG launched the Confetti campaign – consisting of TV, OLV, and social. The spot is a visual demonstration of how when each person 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 visualise the vast impact OLG has on the province,” says Marty Hoefkes, FCB associate creative director. “The confetti acts as a great new brand cue that quickly symbolises celebration and positivity for viewers.” 

The live action was shot at Backlot, a new William F. White studio located in Pickering. Backlot is a fake town with parks, diners, storefronts, and even a town hall. It provided an efficient and controlled environment, that is representative of cities and towns across Ontario. 

OLG is the trusted source for world-class gaming entertainment for Ontarians. While there are other unregulated gambling options to choose from, playing with OLG is the only way to know your money is supporting your province and your community and it’s ultimately helping make Ontario better. When we play with OLG, we all win!