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That scroll button on a mouse is a blessing, but it can feel like a curse if you’re scrolling down, down, down a web page in search of information (thank goodness for the “Find” feature). To play into this frustration, the Responsible Gambling Council and agency Red Lion of Toronto have designed a home page that actually traps users in an infinite loop of scrolling, until they accept it’s time to stop and click through to the real site, Stopthechase.ca. Why create this endless loop? The point is that continuing to scroll, just like trying to persevere through tough times when gambling, doesn’t pay off, as the site explains. If that doesn’t sink in, check out the council’s TV spot for a very visual presentation of what it’s like to be in the chase.

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Credits:

RGC Website:

Brand: Responsible Gambling Council
Chief Creative Officer: Brett Channer
Art Director: Anand Iyer, Jacob Prapavessis
Writer: Anand Iyer, Jacob Prapavessis
Print Producer: Jillian Harkness
Account Director: John Schofield
Account Coordinator: Meghan Cassidy
Website Production: Lollipop
Designer: Erin Akerman

RGC TV Spot:

Brand: Responsible Gambling Council
Agency: Red Lion
Chief Creative Officer: Brett Channer
Art Director: Anand Iyer, Jacob Prapavessis
Writers: Anand Iyer, Brett Channer
Agency Producer: Mark Bisson
Account Director: John Schofield
Account Coordinator: Meghan Cassidy
Production Company:  Steam Films
Director:  Stuart A. McIntyre
Director of Photography: Barry Parrell
2^nd Unit Camera: Stuart Campbell
Executive Producer: Krista Marshall
Producer: Paul Matthews
Post-Production Company: Married to Giants
Editor: Graham Chisholm
Color/Online Company: Alter Ego
Colorist: Wade Odlum
Online: Darren Achim
Audio House: Vapor Music Group
Sound & Voice Over Director: Brendan Quinn