Informed Gambling Wins Top Awards at 2025 Signature Awards

We’re proud to share that our campaign for Manitoba Liquor & Lotteries (MBLL) — That’s Your Game Plan — was recognized with three major wins at the 2025 Signature Awards, celebrating the best creative work in Manitoba.

🏆 Video Advertising Over $20K

🏆 Campaign of the Year
🏆 Judges’ Favourite

Launched as part of MBLL’s Informed Gambling public education initiative, That’s Your Game Plan was built on a foundation of behavioural science and designed to interrupt harmful play patterns—not through shame or fear, but through relatable humour, local insights, and real behavioural triggers.

Reframing Responsible Gambling

Casinos are designed to keep players engaged, often creating environments where time and logic fade into the background. Our challenge was to design a campaign that didn’t tell players to stop—but helped them reflect on how they play, in the moment.

Using Humanity’s behavioural-science-led approach, we tapped into the psychology of the flow state, the illusion of control, and the emotional highs that keep players chasing the next win. From there, we developed a clear, empowering message:

“The only thing you can control is how you play.”

To bring that message to life, we cast three well-known Manitoba comedians to deliver the campaign with authenticity and levity—making a tough topic easier to digest and harder to ignore.

Real Insight. Real Impact.

From video and radio to print and in-casino signage, That’s Your Game Plan was a fully integrated campaign that struck the balance between public education and creative engagement—all while staying grounded in MBLL’s mandate of promoting informed gambling across the province.

We’re honoured to have partnered with the Changemakers at MBLL on this work, and grateful to the Signature Awards jury for recognizing the heart, strategy, and impact behind the campaign.

Congratulations to all of this year’s finalists and winners!

Video Production Partner: Mast Creative

A woman sits at a warmly lit restaurant table holding an open menu and smiling. The setting is cozy, with glowing pendant lights, wooden beams, and wine bottles lining the back wall. Overlaid text reads: “Campaign of the Year.”