There are some who believe it’s lucky when the hours and minutes on a clock align. Like 11:11, for example. They say you should make a wish. So we secured space on some digital billboards that featured a digital clock and tailored our message to the time of day. When the digital clock hit 10:10, 11:11, 12:12, etc, our message would appear: Make a wish.

The billboard ran throughout Quebec, reminding people that every day can have a lucky moment and that luck can strike when you play Lotto 649.