2024 Winner
BronzeBest in Collateral
MeritExperiential/Special Events/Stunts
OLG (Lotto Max)
"Dream Bars"
FCB
"Dream Bars"
FCB
OLG’s Lotto Max and FCB aimed to reach out to a younger audience (18-35) by launching the “Lotto Max Dream Bars” campaign. The concept involved
transforming items only millionaires could afford into ice cream bar flavours: a rare oil painting, designer handbag, a private island. (The favours were created in collaboration with food scientists at the University of Guelph and ice cream maker Creamery X.)
The bars were promoted through various channels, like online video, social media, influencers, PR and partnerships with platforms like BlogTO – as well as with an eye-catching ice-cream truck that visited popular events and locations to engage the target audience directly. Each “Dream Bar” also came with a QR code for a lottery ticket and, by the time the campaign ended, Lotto Max had seen a 50% lift in consideration, a free play ticket redemption rate of 56%, a 91% increase of online registrations and a 126% increase in weekly digital sales. Winner! Gagnant!
transforming items only millionaires could afford into ice cream bar flavours: a rare oil painting, designer handbag, a private island. (The favours were created in collaboration with food scientists at the University of Guelph and ice cream maker Creamery X.)
The bars were promoted through various channels, like online video, social media, influencers, PR and partnerships with platforms like BlogTO – as well as with an eye-catching ice-cream truck that visited popular events and locations to engage the target audience directly. Each “Dream Bar” also came with a QR code for a lottery ticket and, by the time the campaign ended, Lotto Max had seen a 50% lift in consideration, a free play ticket redemption rate of 56%, a 91% increase of online registrations and a 126% increase in weekly digital sales. Winner! Gagnant!
Credits
Client: OLGMaxine Chapman: VP, Brand Management and Marketing
Kimberly Clark: VP, Lottery and Customer Success
Jenna LeBlanc: VP, Brand Management and Marketing
Yvonne Leung: Director, Marketing Communications
Rochelle L Menezes: Marketing Communications Manager
Melissa Finley: Sr Product Manager, Lotto Max
Agency: FCB
Nancy Crimi-Lamanna: CCO
Danilo Boer: EVP, Global Creative Partner
Cuanan Cronwright: ECD
Leonardo Barbosa: ECD
Michael Morelli: Creative Director
Marty Hoefkes: Creative Director
Cody Sabatine: Associate Creative Director
Joseph Vernuccio: Associate Creative Director
Cody Sabatine: Art Director
Joseph Vernuccio: Copywriter
Franky Lo: Art Director
Patrick Gravel: Copywriter
Shelley Brown: CSO
Meg Siegel: Strategy Director
Allie Lochhead: Sr Strategist
Adriana Laborde: Sr Producer
Tim Welsh: VP, Managing Director
Cynthia Roach: VP, Client Services Lead
Solo Gritskiv: Group Account Director
Jimmy Pun: Account Supervisor
Production Company: Offscreen Romance
Executive Producer: David Stulberg
DOP: Christian Flook
Media Agency: MediaCom
Sandra Hayes: Group Account Director
Shirley Zheng: Account Manager
Jason Lagance: Sr Media Exec
Jamie Ellis: Media Executive
Michela Tenaglia: Assist Media Exec
Alexander Widerszpil: Account Manager
Akash Poojary: Associate Account Manager
Ishan Garg: Account Coordinator
Lisa Rahman: Account Coordinator
Noyan Hilmi: Associate Director
Experiential Marketing Agency: T1
Benjamin McDonald: Sr Account Exec
Adam Ralphs: Event Producer
Katie Hicks: Account Manager
Lida Qanun: Sr Account Exec
Angela Giovannini: Account Director
Adjoa Atuahene: Account Manager
PR Agency: Hill+Knowlton Strategies
Samantha Kay: VP, Content Publishing and Digital Planning
Kristy Dilbey: VP, Consumer Markets
Aimée Legault: Sr Director, Influencer Marketing
Mary Fournier: Influencer Specialist
Samantha D’Sa: Account Director, Consumer Markets
Brooke Kelly: Sr Consultant, Consumer Markets