Role:
Bringing Luck to Life at Quebec Festivals
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The problem
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
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 impact
20,000+ contest participants across 12 festivals
30,000+ live interactions and 43,000 spectators engaged
Average dwell time remained high, with lines forming at every stop
Activations became a “must-see” festival moment, drawing repeat visitors year after year
Why it mattered
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.
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.
