The Ontario Lottery and Gaming Corporation (OLG) has won several awards at this year’s Cannes Lions International Festival of Creativity.
The Ontario Lottery and Gaming Corporation (OLG) recently announced that it grabbed several awards at this year’s Cannes Lions International Festival of Creativity. This is thanks to its Lotto Max Dream Drop campaign that was launched in cooperation with a local clothing brand, Mr. Saturday. The Crown corporation has won two Silver and two Bronze Lions for this creative initiative.
Cannes Lions International Festival of Creativity is an annual event that brings together creative leaders from around the world. At the exclusive event, participants exchange ideas, learn from each other, create networks, and celebrate the most innovative ideas, which are awarded the top prizes.
Four Accolades Under the Belt
Earlier this year, OLG and the Toronto fashion brand, Mr. Saturday, collaborated on a Lotto Max Dream Drop promo. The project revolved around a limited-edition streetwear collection, with each clothing item coming with a bonus code for a yearlong subscription of Lotto Max tickets. The project aimed to engage the younger demographic groups with lottery offerings.
Lotto Max Dream Drop became an instant hit, with all items sold days after the launch, with some of the pieces selling out in minutes. The Crown corporation informed that this collaboration outperformed campaign expectations, including those of ticket sales and new registrations.
The campaign was nominated for a total of nine honours and managed to win four of these at the awards. The winning accolades are a Silver Lion for Direct Ambient Media, a Silver Lion for Creative Commerce for Engagement: Customer Acquisition and Retention, and two Bronze Lions for Design and Brand Experience & Activation.
For the campaign launch, OLG also joined forces with MediaCom, Common Good, Hill + Knowlton Strategies, Cruel, and Grayson Music. Another primary objective of the campaign was to promote diversity, equity, and inclusion.
All profits from the campaign went to BLACK HXOUSE, an organisation that empowers black, indigenous, and people of colour. This was OLG’s second appearance at the Cannes Lions International Festival of Creativity and its first win.
