McCann Canada Turns Viral ‘Action Figure’ Trend Into Dream Fuelled Lotto Max Campaign

McCann Canada is once again proving its agility with a rapid-response campaign for the Western Canada Lottery Corporation (WCLC), tapping into the viral 'action figure' trend that’s taken over social media.

With cultural relevance at its core, the creative team spun the trend in a way only McCann and the WCLC could—by helping the public imagine the wide range of possibilities for LOTTO MAX winners. Instead of just parodying the format, the work invites viewers to picture themselves as 'action figures of their own dreams,' whether that means becoming a luxury traveller, retiring early, or purchasing a luxury camper van and living off-the-grid. It’s a playful, resonant twist that speaks directly to WCLC’s target audience of young adults over the age of 18 and the spirit of possibility behind every lottery ticket.

The campaign is live now across WCLC’s social platforms, showing how brands can stay relevant and make a cultural moment their own.