• Client: Ministère de la Santé et des Services sociaux du Québec / 1

We can be entertained and derive considerable pleasure from playing games of luck involving betting. Yet we also run the risk of becoming dependent and letting the game take over. There is no doubt that the consequences of such dependence can be very serious – both for ourselves and for our loved ones. How can one prevent pathological gambling? How can we ensure the game remains just that: a game?

The strategy: increase understanding of the main signs of pathological gambling so people can easily recognise them when they occur in daily life... and do something before it's too late. Yes, sometimes the game takes over. Yes, it can lead to lying to one's entourage. Perhaps even to borrowing gambling money from them. And it can also lead to extreme self obsession.

Unprompted awareness: 84 %

Many awards: five Créa 2009 awards and the Grand Créa 2009, a Gold 2009 Marketing Award and a Bronze 2009 Marketing Award, three Applied Arts awards in 2009, and a nomination for the 2009 Cannes Lions International Advertising Festival.

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