2023 Winner

With its player base ageing out, OLG designed Lotto Max “Dream Drop” to compel young adults to view it as an entertainment option. The campaign, by FCB, partnered with fashion designer Mr. Saturday to create the first clothing line that doubled as lottery tickets. Each item had a barcode for a year’s worth of Lotto Max tickets, encouraging purchasers to play for a chance to win up to $70 million. Designs were teased to drive awareness of the partnership and launch date via social posts, OLV, bumpers, banners, influencers, press kits and PR. When designs were released, Gary Trent Jr. modelled the clothing. When e-commerce opened, a pop- up allowed visitors to crack a code on a giant vault to win apparel or a $1,000 gift card.

Upon selling out, a digital vault launched giving people a final chance to score the popular hoodie. Knowing that young adults enjoyed having their money support a cause, OLG donated all proceeds to BLACK HXOUSE, a charity supporting Black creators. The campaign garnered positive perception of the brand, increased online registrations and sold out the collection within a week. It also encouraged play with 200% ticket sales over the first three weeks.

Credits

Client: OLG
Kimberly Clark: VP, Lottery
Jenna LeBlanc: VP, Brand Management and Marketing
Yvonne Leung: Director, Marketing Communications
Rochelle K Menezes: Marketing Communications Manager
Melissa Finley: Senior Product Manager, Lotto Max
Agency: FCB Canada
Nancy Crimi-Lamanna: CCO
Cuanan Cronwright: ECD
Leonardo Barbosa: ECD
Michael Morelli: ACD
Marty Hoefkes: ACD
Jerry Yang: Art Director
Michael Carey: Sr Copywriter
Jon Dawe: Copywriter
Shelley Brown: CSO
Meg Siegel: Strategy Director
Allie Lochhead: Strategist
Adriana Laborde: Sr Producer
Tim Welsh: VP Managing Director
Cynthia Roach: VP Client Services Lead
Solo Gritskiv: GAD
Jimmy Pun: Account Supervisor
Agency: Mr. Saturday
Joey Gollish: Creative Director
J. Derek Brenzel: Director of Operations & Marketing
Lucas Macrae: Designer/Production Manager
Production: Common Good
Christo Anesti: Director
Jamie Webster: Co-Director
Farrah Khaled: Producer
Stefani Kouveranios: Exec Producer
Dwight Phipps: Exec Producer
Production: Cruel
Karl Bechmann: Managing Director
Mac Siwocha: Studio Director
Dom Lisi: Creative Director
Julia Cherry: Account Manager
Justin Nahhas: Art Director
Rachael Wilson: Producer
Post-production: Common Good
Ainslie Thomas: Post Producer
Red Barbaza: Editor
Mikka Quinsac: Assist Editor
Audio: Dean Vision
Moël, Nasim Asgari, Dean Vision: Music writers
Moël: Singer
Dean Vision: Producer
Audio: Grayson
Kelly McCluskey: Exec Producer
Brian Bernard: Sound Engineer
Media Agency: MediaCom
Sandra Hayes: Group Account Director
Shirley Zheng: Account Manager
Jason Lagance: Sr Media Exec
Jamie Ellis: Media Exec
Alexander Widerszpil: Account Manager Paid Social
Michelle Li: Sr. Programmatic Manager
Noyan Hilmi: Associate Director Media Partnerships
PR Agency: H+K
Genna Schnurbach: VP
Samantha Kay: VP Lead Content+Publishing Digital Planning
Michelle Reagan: VP Creative Strategy
Aimee Legault: Sr Director Influencer Marketing
Margaret O’Donoghue: Sr Consultant
Maryann Nasello: Sr Consultant