ADC Awards
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Category
Promotional Materials / Dimensional
Annual ID
ADC104_ADV101M
Background
LOTTO MAX, Canada’s biggest lottery, faced a significant challenge: an aging player base. Only 18% of its players were between the ages of 18-25, while 29% of the Canadian population falls within this demographic. This disconnect threatened the future of lottery play, requiring the brand to rethink how to engage a younger audience. Traditional lottery messaging failed to capture the interest of Gen Z, a demographic that largely saw the lottery as irrelevant to their lives. To drive relevance and encourage participation, LOTTO MAX needed a strategy that aligned with Gen Z’s values and lifestyle.
Consumer research revealed that Gen Z has a deep affinity for secondhand fashion, with 83% already engaging in thrifting or open to it. The appeal of thrifting comes from its exclusivity, nostalgia, and the thrill of the hunt—elements that closely mirror the excitement of playing the lottery. Additionally, over one-third of Gen Z is nostalgic for the 1990s and early 2000s, making vintage fashion a powerful cultural touchpoint. By identifying this overlap between the thrill of thrifting and the lottery experience, LOTTO MAX saw an opportunity to reframe the act of playing the lottery in a way that resonated with younger consumers. The challenge was to bridge this gap authentically and meaningfully, ensuring the lottery became an integrated part of Gen Z’s world rather than an outdated concept.
Consumer research revealed that Gen Z has a deep affinity for secondhand fashion, with 83% already engaging in thrifting or open to it. The appeal of thrifting comes from its exclusivity, nostalgia, and the thrill of the hunt—elements that closely mirror the excitement of playing the lottery. Additionally, over one-third of Gen Z is nostalgic for the 1990s and early 2000s, making vintage fashion a powerful cultural touchpoint. By identifying this overlap between the thrill of thrifting and the lottery experience, LOTTO MAX saw an opportunity to reframe the act of playing the lottery in a way that resonated with younger consumers. The challenge was to bridge this gap authentically and meaningfully, ensuring the lottery became an integrated part of Gen Z’s world rather than an outdated concept.
Creative Idea
We created the first thrifted and upcycled clothing collection that could double as your lottery numbers, turning yesterday’s fashion into today’s lottery ticket. We partnered with renowned designer, Kevin Leonel, known for reimaging sports memorabilia and vintage fabrics into a nostalgic, high-fashion piece of wearable art, to create a one-of-a-kind collection. Each piece used seven unique thrifted numbers sourced from vintage pieces. We teased a new drop on social and across Toronto, erecting statues wearing the clothing where passersby could scan a QR code to our teaser page. There they could sign up for updates, and LOTTO MAX could capture their data to engage them throughout the campaign.
After announcing our drop, we engaged players through PR, OLV, social, wildpostings, and reminder ads to not miss out on the sale. To intercept our target, we popped-up at the popular Escapade music festival in Ottawa and created a Millionaire shop at The Well, a new Toronto hotspot for U35. Each event allowed players to try on a piece of the collection, and even take home a thrift drop tote customized with their seven numbers. To incite play, these events also gave out a voucher for a free play.
We re-engaged interested players with cross-sell opportunities. Our “Second-chance” contest provided players a final chance to secure a vintage piece.
Every piece of clothing had a code that was redeemable for a year’s worth of LOTTO MAX tickets, making your thrift potentially worth up to $80 million.
After announcing our drop, we engaged players through PR, OLV, social, wildpostings, and reminder ads to not miss out on the sale. To intercept our target, we popped-up at the popular Escapade music festival in Ottawa and created a Millionaire shop at The Well, a new Toronto hotspot for U35. Each event allowed players to try on a piece of the collection, and even take home a thrift drop tote customized with their seven numbers. To incite play, these events also gave out a voucher for a free play.
We re-engaged interested players with cross-sell opportunities. Our “Second-chance” contest provided players a final chance to secure a vintage piece.
Every piece of clothing had a code that was redeemable for a year’s worth of LOTTO MAX tickets, making your thrift potentially worth up to $80 million.
Insights & Strategy
Gen Z (ages 18-25) was largely disengaged from the traditional lottery experience. However, data showed that they were heavily involved in secondhand fashion, with 83% already shopping or open to thrifting. Additionally, over one-third of this demographic expressed nostalgia for the 1990s and early 2000s, making vintage fashion a strong emotional and cultural connection point.
Recognizing that both thrifting and playing the lottery shared common psychological elements—excitement, exclusivity, and the thrill of discovery—LOTTO MAX sought to gamify the lottery experience through fashion. This strategic pivot aimed to embed lottery participation into an existing behavior rather than attempting to force traditional messaging onto a disinterested audience.
Consumer trend reports, social listening, and influencer engagement reinforced this approach. Gen Z values experiences over transactions, and sustainability is a significant factor in their purchasing decisions. To further enhance credibility, LOTTO MAX aligned with designer Kevin Lionel, whose expertise in repurposing sports memorabilia and vintage fabrics resonated with the audience's appreciation for authenticity and high-quality thrifted fashion.
By integrating LOTTO MAX into an experience that already excited young consumers, the brand shifted perceptions, created meaningful engagement, and ultimately introduced a new way to play.
Recognizing that both thrifting and playing the lottery shared common psychological elements—excitement, exclusivity, and the thrill of discovery—LOTTO MAX sought to gamify the lottery experience through fashion. This strategic pivot aimed to embed lottery participation into an existing behavior rather than attempting to force traditional messaging onto a disinterested audience.
Consumer trend reports, social listening, and influencer engagement reinforced this approach. Gen Z values experiences over transactions, and sustainability is a significant factor in their purchasing decisions. To further enhance credibility, LOTTO MAX aligned with designer Kevin Lionel, whose expertise in repurposing sports memorabilia and vintage fabrics resonated with the audience's appreciation for authenticity and high-quality thrifted fashion.
By integrating LOTTO MAX into an experience that already excited young consumers, the brand shifted perceptions, created meaningful engagement, and ultimately introduced a new way to play.
Execution
LOTTO MAX Thrift Drop was brought to life through a multi-platform, immersive campaign designed to build anticipation, engage audiences, and encourage participation. The execution centered around a mix of digital, experiential, and out-of-home activations to seamlessly integrate the campaign into Gen Z’s daily experiences.
- Teasers & Hype: Social media campaigns and street activations built intrigue leading up to the collection launch. QR-coded statues were placed in high-traffic areas in Toronto, driving curiosity and online conversations. Data collected during these interactions helped engage audiences throughout the campaign.
- Pop-Up Events: Exclusive events at The Well in Toronto and Escapade Music Festival in Ottawa allowed participants to try on thrifted pieces and receive free play vouchers, bridging the physical and digital lottery experience.
- Second-Chance Contest: Players who missed out on the initial drop were given another opportunity to win thrifted pieces, sustaining engagement beyond the launch phase.
- Sustainability Focus: By promoting upcycled fashion, the campaign aligned with Gen Z’s eco-conscious mindset, reinforcing the brand’s relevance and credibility.
- Influencer & PR Strategy: Social media influencers, online video content, and press coverage amplified the campaign, reaching a wider audience organically.
Through a blend of storytelling, gamification, and real-world engagement, the execution of Thrift Drop ensured that LOTTO MAX remained top of mind while embedding itself into Gen Z’s cultural landscape.
- Teasers & Hype: Social media campaigns and street activations built intrigue leading up to the collection launch. QR-coded statues were placed in high-traffic areas in Toronto, driving curiosity and online conversations. Data collected during these interactions helped engage audiences throughout the campaign.
- Pop-Up Events: Exclusive events at The Well in Toronto and Escapade Music Festival in Ottawa allowed participants to try on thrifted pieces and receive free play vouchers, bridging the physical and digital lottery experience.
- Second-Chance Contest: Players who missed out on the initial drop were given another opportunity to win thrifted pieces, sustaining engagement beyond the launch phase.
- Sustainability Focus: By promoting upcycled fashion, the campaign aligned with Gen Z’s eco-conscious mindset, reinforcing the brand’s relevance and credibility.
- Influencer & PR Strategy: Social media influencers, online video content, and press coverage amplified the campaign, reaching a wider audience organically.
Through a blend of storytelling, gamification, and real-world engagement, the execution of Thrift Drop ensured that LOTTO MAX remained top of mind while embedding itself into Gen Z’s cultural landscape.
Results
The LOTTO MAX Thrift Drop campaign achieved outstanding results, proving the effectiveness of integrating lottery play with secondhand fashion.
- Trial & Engagement: The campaign saw an astonishing 94% redemption rate, marking a 213% increase over benchmarked expectations.
- Perception Shift: There was a 25% increase in brand relevancy, with more young consumers agreeing that “LOTTO MAX is relevant for me.”
- New Participation: The campaign led to an 83% increase in first-time lottery players, demonstrating its success in attracting a new generation of participants.
- Community Impact: Beyond driving engagement, Thrift Drop supported important social initiatives. The campaign raised $90,000 for EcoEquitable, a local charity focused on textile waste reduction and women’s empowerment through sewing.
- Social Sentiment & Reach:
- 95% positive or neutral sentiment
- 5.5x industry engagement rate
- 90 million total impressions
By creatively transforming secondhand fashion into a gamified lottery experience, LOTTO MAX successfully reached a younger audience and redefined how Gen Z engages with the lottery. The campaign not only drove participation but also reinforced the brand’s alignment with sustainability, exclusivity, and cultural nostalgia, ensuring its relevance for the future.
- Trial & Engagement: The campaign saw an astonishing 94% redemption rate, marking a 213% increase over benchmarked expectations.
- Perception Shift: There was a 25% increase in brand relevancy, with more young consumers agreeing that “LOTTO MAX is relevant for me.”
- New Participation: The campaign led to an 83% increase in first-time lottery players, demonstrating its success in attracting a new generation of participants.
- Community Impact: Beyond driving engagement, Thrift Drop supported important social initiatives. The campaign raised $90,000 for EcoEquitable, a local charity focused on textile waste reduction and women’s empowerment through sewing.
- Social Sentiment & Reach:
- 95% positive or neutral sentiment
- 5.5x industry engagement rate
- 90 million total impressions
By creatively transforming secondhand fashion into a gamified lottery experience, LOTTO MAX successfully reached a younger audience and redefined how Gen Z engages with the lottery. The campaign not only drove participation but also reinforced the brand’s alignment with sustainability, exclusivity, and cultural nostalgia, ensuring its relevance for the future.
2025 Awards
Total Points: 3
Merit Honor
Credits
Agency
FCB Canada / Toronto
Media Agency
Essence Mediacom
PR / Marketing Agency
Weber Shandwick
Client / Brand
Ontario Lottery and Gaming
Agency In-House Production Company
456 Studios
Production Company
Fela
Post Production Company
Nimiopere Film Editorial
Tantrum Post
Art Director
Cody Sabatine
Shreyas Karambelkar
Tyler O'Selmo
Associate Creative Director
Cody Sabatine
Joseph Vernuccio
Paul De La Merced
Chief Creative Officer
Nancy Crimi-Lamanna
Chief Strategy Officer
Shelley Brown
Copywriter
Joseph Vernuccio
An Trinh
Animesh Mathur
Creative Director
Brendan Watson
Director
LeSean Harris
Director of Photography
Cole Graham
Editor
Nick Yumul
Executive Creative Director
Jeremiah McNama
Producer
Hannah Stone
Social Media Manager
Jeff Bomben
Klaudia Las
Strategist
Gus Lopes
Strategy Director
Allison Lochhead
Assistant Editor
Shalini Menon
Creative Audio Director
Daenen Bramberger
Director of Strategy
Helen Androlia
Executive Producer
Fuliane Petikyan
Taj Critchlow
Julie Axell
Elise Beauvais
Lauren Dobbie
Integrated Media Copywriter
Kat McGouran
Senior Producer
Tania Noble
SVP, Executive Creative Director
Patrice Pollack
VP Brand & Marketing Officer
Maxine Chapman
VP Creative Director
Cesar Vallejo
Account Director
Dayna Stark
Jaclyn Berzins
Account Director, Platform Strategy
Alex Wapia
Account Executive
Logan Thomlinson
Account Executive, GroupM OOH
Maria Valle Canales
Account Manager
Jason Lagance
Account Manager, Business Leadership
Olivia White
Account Manager, GroupM OOH
Claire Liner
Activation Agency
Momentum
Assistance Media Executive
Myah Jackson
Associate, Media Relations
Elisabeth Cannatelli
Audio Production
OSO Audio
Colour Assistant
Liam Brownrigg
Colourist
Conor Fisher
Director of Operations
Rose Rayos
Director of production
Amanda Fusco
Director, Communications, Strategy & Planning
Kathleen Graver
Director, Experiential Marketing
Georgina Terzis
Director, Marketing Communications
Tyler Puley
Director, National Draw Based Games
Melissa Finley
Experiential Producer
Rachel Gaudet
Group Account Director
Solo Gritskiv
Allan Tinoco
Head of Creative Innovation
Eli Ferrara
Head of Production
Amir Karimi
Intern
Husam Elzien
Line Producer
Nicholas Bechard
Manager, Media Partnerships
Rama Karnik
Marketing Manager
Allison Elgersma
Natasha Da Silva
Media Executive
Daniel Campos
Product Owner
Anne Foam
Senior Account Director, Business Leadership
Joshua Dick
Senior Associate, Media Relations
Tanny Chiu
Taya Lafontaine
Senior Communications Manager
Melissa Yollick
Senior Digital Campaign Delivery Specialist
Daryna Karatniuk
Senior Digital Designer
Cameron Harapiak
Senior Manager, Experiential Marketing
Lily Ljubicic
Senior Manager, Media Relations
Nicole Brumley
Senior Marketing Communications Manager
Rochelle Menezes
Senior Product Manager
Lindsay Magli
Senior Vice President, Client Experience
Jen Yungblut
Senior Vice President, Integrated Media Strategy
Ryan Bazeley
SVP, Managing Director
Rodrigo Coelho
VFX Artist
Hayoung Na
Davide Di Santo
VFX Creative Director/Online Artist
Dominik Bochenski
VFX Executive Producer
Victoria Holt
Vice President, Client Experience
Natasha Martin
Vice President, Integrated Media Strategy
Deane Code
Vice President, Strategic Planning
Shipra Chauhan
VP Communications
Jenna LeBlanc
VP Design Director XD
Antonia Goga
VP Group Account Director, Business Leadership
Ian Kapasi
VP Lottery and Customer Success
Kim Clark
VP, Broadcast, 456 Production
Sarah Michener
VP, Client Service Lead
Cynthia Roach
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