Live Lucky Lanes

Many still think there are tricks or strategies that can influence the outcome of a slot machine. We needed to demonstrate how truly random they are, using something people can understand—traffic. We filmed live traffic from a highway overpass, gamified it, and turned it into a slot machine—line up three of the same colour cars and win. We featured the game in an online experience, as well as slot machines in actual casinos, to get the message out to the people who could benefit most from our message.