Manitoba Liquor & Lotteries Campaign

Gambling without a plan? That’s like tackling a Winnipeg winter in flip-flops.

Casino-goers needed a fresh, relatable way to think about informed gambling—without the finger-wagging. So, Humanity Agency tapped into the myths and logic behind gambling habits and brought them to life through humour, local nuances, and familiar Manitoba faces.

First up in the series? With Manitoba being the slushie capital of the world, local comedian Mike Green explains his slushie system to pour the perfect slushie.

The result? A campaign that engages casino players in a way that feels authentic, entertaining, and, most importantly, informative. Because the only thing you can really control is how you play.

Thanks again to our friends Mast Creative for the shared vision in bringing this to life.

Check out the full case study here.