LOTO-QUÉBEC
BRAND ACTIVATION
Case Study
LOTO-QUÉBEC
BRAND ACTIVATION
Case Study
LOTO-QUÉBEC
BRAND ACTIVATION
Case Study
ROLE
ROLE
ROLE
Creative Direction, UX Flow Design, Live Activation Design, Digital Contest Design, Brand Experience, Stakeholder Approvals
Creative Direction, UX Flow Design, Live Activation Design, Digital Contest Design, Brand Experience, Stakeholder Approvals
Bringing Luck to Life at Quebec Festivals
Bringing Luck to Life
at Quebec Festivals
I led creative direction for Loto-Québec’s festival activations, including the iconic Roue des Moments Chanceux and a new digital contest, Le Grand Moment Chanceux. Together, they drove over 20,000 participants, 30,000+ interactions, and 43,000 spectators across Quebec’s biggest summer festivals.
CHALLENGE
CHALLENGE
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.
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.
SOLUTION
SOLUTION
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.
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.
OUTCOME
OUTCOME
OUTCOME
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.
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
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 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
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.
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.
GALLERY
GALLERY
GALLERY
SIMILAR WORK
SIMILAR WORK
SIMILAR WORK
All brand names, logos, and assets are the property of their respective owners. Shown here for portfolio purposes only to demonstrate my role in past projects. Not for commercial use.
All brand names, logos, and assets are the property of their respective owners. Shown here for portfolio purposes only to demonstrate my role in past projects. Not for commercial use.
All brand names, logos, and assets are the property of their respective owners. Shown here for portfolio purposes only to demonstrate my role in past projects. Not for commercial use.