Ontario Lottery Gaming Celebrates Life’s Simple Pleasures with The Thousandaires Club

TAXI has launched its latest work with Ontario Lottery Gaming (OLG) on the launch of their new campaign for ‘Cash For Life’, a popular INSTANT lottery ticket. The campaign puts the spotlight on The Thousandaires Club, the club for those who have won $1,000 a week for life. Thousandaires get to feel like they are winning  over and over again as they embrace their weekly joys of lifestyle upgrades with Cash For Life. 

Cash for Life invites you to join the club. 

The campaign aims to shed light on the Thousandaire lifestyle, demonstrating that financial freedom and happiness can be found not only in vast fortunes but also in making the most of newfound financial stability. The series of commercials narrate the tales of these winners who have redefined success in their own unique ways. 

Maxine Chapman, VP brand and marketing officer at OLG says, "We wanted to show the exciting possibilities when you win with the ‘Cash For Life’ INSTANT ticket. Thiscampaign celebrates the joy of simple pleasures, and how the Thousandaire lifestyle can make a difference in our every day lives." 

Frank Macera, executive creative director, TAXI added, “We wanted the work for Cash For Life to reflect the fun of winning a thousand dollars a week for life and Thousandaires really hit the mark. Thousandaires is all about what you would do and  the fun you would have if you had enough of a financial cushion that you could enjoy small indulgences every week.” 

The commercials highlight the Thousandaire lifestyle's lighter side, presenting quirky anecdotes that feature one character purchasing a sports team, only to reveal it was a bowling team. In another commercial, the character is delighted in the simple pleasure of never having to worry about paying extra for guacamole. Through their stories, the campaign showcases that being a Thousandaire is not just about financial wealth but embracing life's little luxuries in meaningful ways.

LB Cooper, associate creative director at TAXI, “Society is focused on millionaires and billionaires. Thousandaires flips the script and celebrates what it means to get a little extra in this economy.” 

“We wanted our Thousandaires scenarios to be insightful but also fun and funny. It’s not about the dream of owning private jet. It’s the dream of flying exit row for extra legroom or getting that extra guac without a second thought – dreams everyone can identify with and hopefully get a smile out of,” added Sasha Ortega, associate creative director, TAXI. 

OLG’s 'Cash For Life' Thousandaire lifestyle commercials will appear in TV, digital, social, Out of Home, and on OLG's owned channels throughout the coming months.  

Media for this campaign was handled by EssenceMediacom, creative was handled by TAXI.