It’s no dream: FCB and MediaCom’s work to cultivate a new generation of Lotto Max players won the Grand Prix at the 2023 AToMiC Awards on Tuesday.
The AToMiC Awards recognize work in advertising, tech, media and content that challenges the status quo. The top prize for 2023 went to OLG’s “Dream Drop” campaign.
With only 14% of Lotto Max players being under the age of 35, OLG was looking to bring in a demo that was more interested in buying fashion and supporting causes than playing the lottery. So it enlisted FCB and MediaCom to create a fashion line that not only sent its profits to BLACK HXOUSE (a charity that supports Black creators in the TV and film industry), but doubled as a lottery ticket, featuring a scannable code that allowed wearers to play Lotto Max for a year.
The campaign also won three Gold and a Silver at the show on Tuesday evening. All told, FCB and MediaCom each won four Gold at this year’s AToMiC Awards, with FCB picking up an additional Gold for work with BMO and MediaCom winning for Scarborough Health Network’s “Love, Scarborough” with Ogilvy.
Other big winners include Rethink, whose eight Golds were the most of the evening, picking up wins for Decathlon, IKEA Canada, Kraft Peanut Butter, YWCA and Penguin Random House. Performance Art also won four Gold for Black and Abroad’s “Black Elevation Map.”
The full list of Gold, Silver and Bronze winners from the 2023 AToMiC Awards will be posted to the AToMiC Awards website on Wednesday. A peak into the success of the winning campaigns will also be in the Spring 2023 issue of strategy and this week’s edition of the Strategy C-Suite newsletter.
