Sid Lee has recruited some outside talent to create a new visual campaign for the province’s three casinos operated by La Société des casinos du Québec.
A photographer, illustrator, designer and sculptor were used to create a new platform under the slogan “Par pur plaisir” (We’re all play) to highlight the unique setting of each gaming establishment and to promote responsible play at the casinos.
“The integration of their personal touch enabled us to connect Quebec’s casinos with our creative heritage to promote the gaming experience,” said Hélène Godin, Sid Lee partner and creative director.
The government-run casinos always support Quebec artists which is why they were used in the campaign, added François Lacoursière, vice-president, senior partner at Sid Lee.
He said the campaign on billboards, wall murals, shuttle buses to the casinos and CasinosDuQuebec.com will be seen in downtown Montreal near tourist attractions as well as the Charlevoix and Hull-Gatineau regions throughout the summer. A wall mural has also been installed at the Berri-UQAM metro station, the transfer stop for the Casino de Montréal.
The creative for the Casino de Montréal focuses on the city’s light and energy, the work for the Charlevoix casino emphasizes that area’s natural setting on the north shore of the St. Lawrence River, while the Lac-Leamy advertising pays tribute to its surrounding waters.
In addition to the creative, Sid Lee was responsible for the logos, promotional pieces, website and the layout of the electronic poker gaming areas at the Montreal and Lac-Leamy casinos in collaboration with Sid Lee’s partner architectural firm Ædifica. Palm Arnold handled the media buy.
