Under the banner of Les Rendez-Vous Loto-Québec, Loto-Québec supports or sponsors some 120 festivals and events in Quebec each year. This project aimed to distinguish this events series from the rest of the Loto-Québec brand, and to raise awareness of Loto-Québec's role in supporting cultural events in the province.
To this end, the character of Alice was conceived. A loose nod to Alice in Wonderland, the campaign follows Alice as she wanders into and out of scenes from different festivals featured in the Rendez-Vous Loto-Québec series. The campaign's boxy, origami-inspired look plays to the notion of the new worlds unfolding for Alice as she discovers each event.
A full soundtrack was initially intended for the the video, but it was ultimately omitted, with music reserved only for the end. This yielded a feeling closer to that of a short film, seemingly extending the video's length and setting it apart from your typically noisy ad spot.
Creative Director: Gaëtan Namouric
Art Director: Martin Dupuis
Copywriter: Alexandre Emond-Turcotte
Production: Frame Studio
Director: Karl Rhainds
Illustrator: Jeremy Kool
Character Design: Loulou and Tummie
Sound: Apollo Studio