OLG and Canadian Brand Mr. Saturday Collab Turns Clothes into Lottery Tickets

It's the only clothing collection that's also your lottery ticket for a year! Ontario Lottery and Gaming Corporation (OLG) and LOTTO MAX have partnered with Toronto-based brand Mr. Saturday and FCB Canada to release its first ever collaboration within the apparel space called LOTTO MAX 'Dream Drop'. Each piece in this limited-edition, 400-piece collection is scannable, just like a real lottery ticket and is good for one $5 LOTTO MAX ticket per week, for one full year (a $260.00 CAD value). 

The campaign strategy and creative were conceived by FCB. Segal Licensing, a division of FCB Canada, facilitated the relationship with Mr. Saturday. Common Good was the production company, and media was handled by MediaCom.

"With the LOTTO MAX Dream Drop campaign, we want to engage young adults in Ontario to dream to the max." says Kim Clark, VP Lottery and Customer Success, OLG. "With its short-term nature, edgy creative, and exclusive fashion, this LOTTO MAX campaign with Mr. Saturday appeals to their affinity for fashion and exclusivity. We are also supporting important causes through this campaign, which is core to OLG values and important for this audience. Mr. Saturday's fashion will enable us to reach the hearts of younger adult Ontarians and give back at the same time.

OLG is all about giving back – 100% of all OLG proceeds are reinvested in the province to improve the quality of life for all Ontarians.  Now, proceeds from LOTTO MAX "Dream Drop" sales will go towards, BLACK HXOUSE, an arm of HXOUSE with a mission to empower BIPOC Individuals with mentorship, tools, learning opportunities, network, and the freedom they need to activate their talent, leading to sustainable careers that promote industry innovation and diverse representation across multiple sectors.

Mr. Saturday designer Joey Gollish says of the LOTTO MAX partnership: "I was immediately intrigued by the idea of working on something that at once felt so far removed and so close to fashion. I wanted to create something that mixed the rich nostalgia of the lottery's history with the future of where it's going and what it can do. "Thank you for dreaming" is the physical manifestation of dreaming  what we'd do if we won the lottery. In some ways, we have - it's exciting to be able to work on something of this scale and give back to an organization that helped me get to where I am and consistently creates opportunities for young creatives."