Two years ago, McCann Calgary supported the very successful launch of the Western Canada Lottery Corporation’s “The Big Spin” scratch ‘n win ticket. So, the question in 2020 was: how do you take something “big” – and make it “bigger”?
Enter “The Pursuit of Bigger” – the McCann-conceived TV spot that travels through pivotal moments in humanity’s quest for bigger: from Nefertiti’s Egypt, to Napoleon’s battlefields, to King Henry’s throne room. And where do we land in the modern-day quest for bigger? A convenience store, of course.
The creative idea is clearly paying off: “The Bigger Spin” was the highest selling scratch ‘n win ticket in the region (AB, SK, MB) during its first week of sales.
COVID-19 made the production of the campaign somewhat challenging – it was McCann’s first major spot to be shot live since the pandemic began. “Conceived before the pandemic, there were about three months where we thought this spot just couldn’t come to fruition,” said Mark Lovely, Associate Creative Director at McCann Calgary. “But the production house, the director and our creative team never gave up on the dream. Collecting imagery, designing sets and sourcing props continued until we received the go-ahead to officially move into production.”
Lovely added, “The extra time ended up proving useful as the quality of sets and in-camera techniques were outstanding thanks to the team’s hard work during the downtime. Not to mention the prep time required for Napoleon’s tiny pony!”
“We are very happy with the creative work for the launch of The Bigger Spin, and we’re even more pleased with the early results of the campaign,” said Tamara Dawson, Director, Marketing Communications at Western Canada Lottery Corporation. “This was a real challenge to produce given the new realities of COVID-19, but we persevered with McCann and our production partners at KIDDO. It was a labour of love.”