THE CLIENT

The British Columbia Lottery Corporation (BCLC) manages legal gaming in British Columbia, including lottery tickets, casinos, and online gambling. With annual revenues over CAD $1.6 billion, BCLC operates across three business units—Lottery, Casino, and eGaming—and employs 890 staff, plus 8,300 through service providers.

THE BRIEF

In May of 2024, BCLC upgraded their lottery terminal machines across retail and hospitality locations. They required a comprehensive education and awareness campaign to inform players, customers, and retailers about the changes while providing guidance on how to use the new machines. The campaign had to balance excitement about the upgrades with a measured approach, avoiding undue emphasis on the age of the outgoing equipment, which had been in use since the 1980s.

THE APPROACH

As the Lead Designer for this capital campaign, I developed a cohesive suite of visual assets spanning print, digital, and web platforms. The design concept was inspired by a “red carpet” theme, chosen to evoke a sense of celebration and grandeur befitting the introduction of state-of-the-art technology. This creative direction ensured the campaign maintained a polished and sophisticated tone, highlighting the modernization effort without focusing on the age of the previous terminals.