Role:
Bringing Luck to Life at Quebec Festivals
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The Challenge
Loto-Québec sponsors festivals across the province, but a logo on a banner wasn’t enough. The challenge was to bring their DNA, making winners, to life in a way that felt generous, fun, and unforgettable.
The solution
At the core was the “Roue des Moments Chanceux,” a bold festival-ready wheel where guests could win instant prizes. To extend the reach, We designed a digital contest called Le Grand Moment Chanceux. Festival-goers accessed it through QR codes on site, registered on their phones, and entered to win a major prize. We worked closely with Loto-Québec on approvals and managed the production to keep everything sharp and on brand.
My Role
Directed creative vision and UX design for all activations
Designed the Roue des Moments Chanceux, a bold, festival-ready wheel where guests won instant prizes
Extended engagement with Le Grand Moment Chanceux, a digital contest accessible via QR codes on banners and onsite touchpoints
Managed production and approvals to keep the flow seamless and on brand
The Result
This program turned sponsorship into real connection. Loto-Québec showed up not just as a funder, but as a host, giving people a chance to win and creating moments that made festivals more memorable.
20K+ contest participants across 12 festivals
Average dwell time remained high, with lines forming at every stop
Activations became a “must-see” festival moment, drawing repeat visitors year after year
My Take
What I loved most was balancing live spectacle with a digital layer that extended reach. Designing both the physical flow and the contest mechanics showed how creative direction can bring story, systems, and execution together, making the brand present in the moment and remembered long after.
