Basing the creative on how lottery winners feel when their tickets score, DDB Vancouver launched a new integrated campaign for British Columbia’s Lotto 649 yesterday that will run intermittently in the Lower Mainland until year’s end.

The aim of three 30-second TV spots is to reignite emotions connected with the brand, and the tricky technique used is extreme slow motion. Shot at a higher frame rate to produce a slow-mo effect – with just a few seconds of real time stretched to 25 seconds – the spots capture life-changing moments when players discover they’ve won a lottery. The three executions are titled ‘Cheese,’ ‘Cats’ and ‘Wrestlers.’

TBWA, which is handling media buys for the campaign, placed the spots on channels across BC, including Global, CTV, CITY, Sportsnet and CBC. The agency also secured billboards throughout the Lower Mainland. Similar to the TV spots, each of the four executions leverages the joy of winning with a multi-frame effect to show players celebrating or jumping for joy. The Lotto 649 initiative is also being supported by branded POP components.