Lotto Max: Thrift Drop
Agency: Momentum Worldwide
Role: Concept and Copy
SVP, ECD: Patrice Pollack
ACD: Paul De La Merced
AD: Tyler O'Selmo
Lotto Max partnered with designer, Kevin Leonel, to drop a line of jackets made from thrifted jerseys.
The twist: each jacket could be your lottery ticket for a year.
Where did we come in? We needed to create an experience that promotes the collection and drives interest and intrigue among Millennials. So, we created a pop-up thrift store in Toronto's famous, The Well. But that's not all - for a collection potentially worth millions,
we reimagined what its mannequins look like.
2025: Strategy Awards - Silver
Without drawing focus away from the line of clothing, we set up an interactive moment in-store for guests to create their own tote bag of wins, by 'thrifting' numbers and having them heat-pressed on a bag.
