OLG Homegrounds
Agency: Momentum Worldwide
Role: Concept and Copy
SVP, ECD: Patrice Pollack
ACD: Paul De La Merced, Waleed Bachnak
Ontarians develop a love for hockey at home. That's where the feeling of winning strikes first.
So to resonate with hockey lovers and bring that winning feeling to a contextual space, we set up four of the most popular 'home grounds' at the NHL All Star Weekend. Here, like it is with OLG, playing means winning. For yourself and the community.
We worked closely in partnership with Hollywood set director, Jay Pooley, to create these 4 elaborate and engaging sets that reprise feelings of playing and winning.
The experience was optimized to be entertaining while waiting for your turn to play. With enthusiastic BAs and a
live feed of every homeground, every second was spent thinking about a WINNER-GAGNANT! moment.
Every target hit won the players OLG Free Play Vouchers and Merch, and meant that OLG would donate to the community. Over the NHL All-Star Weekend, OLG donated $30,000 to the Ontario Hockey Foundation. Even Breakfast Television gave us a bite.