The Cossette Media team’s goal was to maximize impact enabling Loto-Quebec to reaffirm its position as main sponsor of the Montreal Just for Laughs Festival.Loto-Quebec has for several years sponsored the festival, one of the biggest in the world. This year, they wanted to accentuate their presence during the event to increase awareness.Cossette Media surprised consumers by creating an innovative media platform. We transformed a subway station and created new media vehicles. The media team ensured a close cooperation between the creative team, the advertiser and media supplier to maximize the innovativeness of the 'Lottery balls' campaign.