FCB Canada

Brand: LOTTO MAX

Year: 2023

The lottery industry is highly focused on innovation, digital gaming, and technology. But its player base is aging out: only 14% of players are under the age of 35, compared to 29% of the population that falls into this demographic.

Our goal was to get young adults (18–35) interested in LOTTO MAX and help them see the brand as a viable entertainment option, relevant to their lives and interests.

We created LOTTO MAX “Dream Drop,” a fashion line collaboration with renowned Canadian designer, Mr. Saturday. The pieces in the collection doubled as the world’s first wearable lottery ticket, making it potentially the most valuable clothing line in the world.


The line sold out within a week and got 18- to 35-year-olds to play LOTTO MAX, driving a 200% increase in ticket sales from our target.