Loto-Québec is the sole lottery distributor in Quebec. In order for consumers to differentiate its various products, Loto-Québec must develop a distinctive communication each time a new lottery is launched. In the case of Billet Noir, a scratch lottery, the chosen themes were mystery and discovery.

We created a billboard that gradually revealed the prizes in the dark. We’ve replaced the billboard’s light bulbs with 440 W black lights. An ink sensitive to this light was then applied to the numbers.Loto-Québec’s core target group was men aged between 35 and 45, curious, sophisticated and fans of new products and technology.