An optical illusion for Loto-Québec’s scratcher “Grande Vie”

TRANSIT • LUMIQUAI  McGill Metro Station

With a single advertising face in the Montreal subway, Loto-Québec managed to have public transit users dream a little. For its “Grande Vie” lottery ticket – which gives winners $ 1,000 every day for life – the Astral Special Projects team and the creative agency Sid Lee developed an infinity mirror. This optical illusion allowed transit users to reflect on the infinite possibilities a “Grande Vie” winner will face with its prize or even allows us to visualize what a daily prize of $ 1,000 could feel like.

Astral’s Special Projects team is always there to help you put your ideas into action, from the most serious to the most fun campaigns!

Media Agency: Sid Lee
Creative Agency: Sid Lee

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