CLIENT
Ontario Lottery and Gaming
Maxine Chapman, Vice President, Brand & Marketing Officer
Kimberly Clark, Vice President, Lottery and Customer Success
Yvonne Leung, Director, Marketing Communications & Brand Experience
Rochelle L Menezes, Marketing Communications Manager
Melissa Finley, Senior Product Manager
AGENCY
Nancy Crimi-Lamanna , Chief Creative Officer
Danilo Boer, Global Creative Director
Leonardo Barbosa, Executive Creative Director
Michael Morelli, Associate Creative Director
Marty Hoefkes, Associate Creative Director
Jerry Yang, Art Director
Michael Carey , Sr. Copywriter
Shelley Brown, Chief Strategy Officer
Meg Siegel, Strategy Director
Jon Dawe, Copywriter
Allie Lochhead , Strategist
Adriana Laborde, Sr. Producer
Tim Welsh, VP, Managing Director
Cynthia Roach, VP, Client Services Lead
Solo Gritskiv, Group Account Director
Jimmy Pun , Account Supervisor
EssenceMediacom
Hill+Knowlton Strategies Canada
Mr. Saturday
Joey Gollish, Creative Director
J. Derek Brenzel , Director of Operations & Marketing
Lucas Macrae , Designer/Production Manager
Cruel
Karl Bechmann, Managing Director
Mac Siwocha , Studio Director
Dom Lisi , Creative Director
Julia Cherry , Account Manager
Justin Nahhas , Art Director
Rachael Wilson , Producer
SUMMARY
Young adults under-index when it comes to playing the lottery, preferring to spend their discretionary dollars, for example, on fashion. So, in partnership with sought-after designer Mr. Saturday, OLG 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, we created a new way to play the lottery for a new generation of players.
