Responsible Gambling Council Plays on Online Gambling Advertising Tropes in Prevention PSA
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Zulu Alpha Kilo taps into the look and feel Ontarians now associate with online gambling advertising
Ontarians have experienced an onslaught of online sports betting and casino advertising since its regulation in April. With this significant uptick in exposure to online gambling, Responsible Gambling Council has partnered with thinktv and Canada’s broadcasters to launch a PSA that educates Ontarians on the importance of minimizing risk if gambling online.
“This is a time of immense change in the gambling industry and it’s important that Ontarians are getting a balanced perspective in the media,” says Elaine McDougall, director of marketing and communications, Responsible Gambling Council. “Our goal with this PSA is to ensure that anyone who participates in online gambling knows there is risk involved and how to practice safer play.”
The campaign, developed by Zulu Alpha Kilo, taps into the look and feel Ontarians now associate with online gambling advertising. This approach was taken to grab the attention of new and recreational gamblers who may not be aware of the risks involved with online gambling. Common elements that the PSA spoofs include a charismatic spokesperson, neon graphics and upbeat music, which are ultimately stripped away at the end with a call to action to visit KnowTheRisks.ca.
Brian Murray, executive creative director, Zulu Alpha Kilo, says: “We knew that this PSA ultimately needed to be about encouraging critical thinking. The concept spoofs the fantasy often depicted in these ads, then brings us back to reality to deliver that message.”
It runs until March 31, 2023 on donated TV and radio, with plans to expand its reach with organic social and a targeted paid media campaign over the coming months.
view more - CreativeCredits
Client: Responsible Gambling Council
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Brian Murray
GCD/Writer: Gerald Kugler
ACD/Art Director: Kelsey Hughes
Account Team: Alexa Macdonald, Vipandeep Singh
Strategy Team: Heather Segal, Meredith Ferguson
Producers: Revital Grunberg (Broadcast), Tracy Wightman (Landing Page)
Clients: Elaine McDougall, Melissa Toney, Melissa Book
French Agency Partner: The French Shop
French Agency Writer: Brigitte Hébert-Carle
French Agency Account Director: Bianca Lacasse
French Agency Producer: Marie-Claude Langlois
Production House: Sparks Production Company
Director: Amit Mehta
Executive Producer: Andy Crosbie
Line Producer: Robbie McNamara
Director of Photography: Jackson Parrell
VFX Artist: Joe Laffey
John Evans
Post Producer: Siobhan Quinn
Post Production / Online: Tantrum Studio
Online Artist & Colourist / Transfer: Dominik Bochenski
Compositing Artist: Dexter Huizenga
Executive / Post Producer: Rebecca MacKillop
Audio Post Facility / Music House: Eggplant Music + Sound
Audio / Voice Director: Adam Damelin
Executive Producer: Nicola Treadgold
Audio Producer: Laura Merrett
Engineer: Dan Horton
Genres: Visual VFX
Zulu Alpha Kilo, Mon, 03 Oct 2022 15:42:19 GMT
