Western Canada Lottery Corporation

A brand untouched for decades, Scratch n’ Win needed a fresh identity. During my time at ZGM, my first major branding project was reimagining the lottery in the Prairie provinces.

We developed a new brand name, ZING, with the tagline Play. Thrill. Win., and produced two regional TV spots that captured the excitement and fun of playing scratch tickets. Giant Ant in Vancouver helped produce the animations. The new tagline I developed is still being used on brand assets today.