Dream Drop
Award: Shortlist
Shortlist / Commerce / Acquisition & Retention / 2023
Young adults under-index when it comes to playing the lottery, preferring to spend their money elsewhere, like on fashion. In partnership with sought-after designer Mr. Saturday, the Ontario Lottery and Gaming Corporation released an exclusive clothing line with a unique garment tag on each item redeemable for a year’s worth of LOTTO MAX tickets, making it potentially the most valuable clothing line in the world. The fashion line sold out in record time. By turning fashion into lottery tickets, FCB Canada created a new way to play the lottery for a new generation of players.