Ontario Lottery and Gaming Corporation (OLG) is thrilled to announce that its recent LOTTO MAX Dream Drop marketing campaign has won two Silver Lions and two Bronze Lions at this year’s Cannes Lions International Festival of Creativity. The prestigious annual event brings together creative leaders from around the globe to learn, network, and celebrate the world’s most captivating ideas.
In March 2022, OLG, with the help of the creative agency FCB, partnered with Toronto-based fashion designer, Mr. Saturday, on a limited-edition streetwear collection that also provided customers with a Bonus Code for a year’s worth of LOTTO MAX tickets and appealed to a broad range of Ontarians. The campaign built up anticipation and momentum for the drop, selling out within days – some pieces within minutes – and outperformed all campaign objectives, including new registrations and ticket sales.
“We are immensely proud of and congratulate the OLG team and our partners, whose creative talents, synergy, and hard work brought this incredible marketing campaign to life,” said Duncan Hannay, OLG’s President and CEO. “The awards this campaign has garnered at Cannes Lions serve as proof that OLG is a powerhouse of creativity and innovation, always dedicated to bringing products to market in new and exciting ways.”
The LOTTO MAX Dream Drop campaign was shortlisted for nine awards, and won in four categories:
Silver Lion for Creative Commerce (Engagement: Customer Acquisition and Retention)
Silver Lion for Direct (Ambient Media)
Bronze Lion for Design (Communication Design: Promotional Item Design)
Bronze Lion for Brand Experience and Activation (Retail Experience and Activation: Customer Acquisition and Retention)
In addition to FCB and Mr. Saturday, OLG partnered with MediaCom, Hill + Knowlton Strategies, Cruel, Common Good, and Grayson Music on the LOTTO MAX Dream Drop campaign. Equity, diversity, and inclusion were at the core of this campaign, with one hundred per cent of OLG’s profits from the initiative going to BLACK HXOUSE, a creative incubator that empowers BIPOC individuals. This was OLG’s second submission and first win at the Cannes Lions Festival of Creativity.