LOTTO MAX is challenging Canadians to Dream to the Max (2021) (Canada)

With everyone in need of some fun, Canadians are learning to dream bigger with the help of LOTTO MAX. 

OLG recently launched the third iteration of LOTTO MAX’s Dream to the MAX campaign, which has strongly resonated with Canadians since the initial launch in 2019. Lottery players love the lead character, Max, the personification of the brand, and LOTTO MAX is only happy to showcase Max in new scenarios. 

The latest spots evolve Max’s character. Where Max initially began by dropping in on people’s lives to help them to dream bigger, they’re now coming to him. Canadians want to learn to dream bigger, and Max is now giving them the tools to do so.

‘Art Class’ shows Max and his students on their path to bigger lottery dreams while “Tell Everyone’ announces the twice weekly draws, an important part of Canada’s largest lottery with jackpots of up to $70 Million. 

With the brand’s "Why dream to the min, when you can dream to the MAX!" campaign, LOTTO MAX is growing their presence with the younger side of the 25-54 demographic. These players are beginning to settle down - buying a house, starting a family, etc.So, life is getting a little serious, they're a little more responsible, but there is no reason why their dreams should shrink to fit.

“Its one thing to dream about winning the lottery, but actually figuring out how you would spend up to $70 million requires some imagination,” says Michael Morelli, ACD at FCB Toronto. “We wanted to create some excitement around that dreaming and all the possibilities that LOTTO MAX brings.”

The new spots launched on February 2^nd and Lottery enthusiasts should look forward to more spots in the Dream to the Max campaign launching later this Spring. 

Ad agency: FCB Canada (Foote, Cone & Belding)