Dream Bars
Award: Shortlist
Shortlist / Commerce / Acquisition & Retention / 2024
LOTTO MAX is Ontario’s biggest lottery, re-investing 100% of its profits back into communities. However, the player base is aging. Only 14% of players are between the ages 18 and 35, compared to 29% of the population, which puts this community contribution at risk. To increase relevance with this target, we created LOTTO MAX Dream Bars, the first lottery ticket that gives you a taste of the millionaire life. We turned items only millionaires can afford into ice cream bars. Every bar was redeemable for a LOTTO MAX ticket, making it potentially the most valuable ice cream bar in history.