Loto-Québec has launched a new licensed Back to the Future scratch-off. Agency LG2 supported the launch with two campaign videos. The first spot, running on television and online, places players in the Back to the Future universe with a distinctly Québec setting. In the storyline, a police officer pulls over two men who claim they have just returned from the future after checking whether they won the draw. They rattle off surreal “future” details, including dinosaurs returning and a reality TV show set in space, before the officer asks them to step out of the car. The punchline lands with a visual nod to the franchise: the vehicle leaves the signature fire tracks associated with time travel in Back to the Future.
The second video is unlocked through the QR code on the ticket and features a draw-style experience that includes campaign surprises and references. The rollout is also backed by content partnerships across social platforms.
