The Ontario Lottery and Gaming Corporation (OLG) and Lotto Max want to grab the attention of Gen Z and Millennials, this time with a new collection of upcycled clothing.

The Lotto Max Thrift Drop collection, created in partnership with fashion designer Kevin Leonel, includes a lottery bonus that can be used to purchase Lotto Max tickets. A limited number of hoodies, jackets and shirts carry a code redeemable for one year’s worth of Lotto Max tickets on the OLG website, that also carry the chance to win a jackpot of up to $70 million.

The company is featuring the collection on its website and at a pop-up at The Well shopping center in Toronto. People who visit the pop-up will also have the opportunity to win a free piece from the collection, as well as gift cards.

OLG VP of brand and marketing officer Maxine Chapman tells strategy that the collection is a continuation of the OLG’s marketing strategy to reach consumers under 35 years old in a way that resonates with them. It is also an attempt to appeal to new audiences in the fashion sector. That’s why the campaign emphasizes the opportunity to move from “Retro to Riches,” Chapman says.

The new initiative follows a clothing line that OLG launched in 2022 called Dream Drop, which sold out in less than 24 hours, Chapman says. The same year, the company also introduced Dream Bars (four flavours of ice cream packaged with lottery tickets) at Harry Styles concert and music festivals to connect with the under-35 demo through other passion points, such as music and food.

All of the latest initiatives are part of the company’s positioning to inspire people to “Dream To The Max,” and its strategy to broaden its target in order to keep its brand fresh and at the forefront of current and new customers. Although its platform “Dream coach” is aimed at a slightly older, traditional demographic, efforts such as the ice cream bars and the apparel collections are a more effective way to reach younger people, Chapman says.

The new collection is inspired by current trends around sustainability and the popularity of vintage fashion among Millennials and Gen Z, she notes. According to Statista, almost half of Canadians said they had purchased goods second-hand in 2023.

All proceeds from the collection will be donated to EcoEquitable, an Ottawa-based charity dedicated to reducing textile waste and empowering women through the development of sewing skills.

“This connection is important for both the OLG and Lotto Max brands as they continue to deliver profits back to the province to support communities across Ontario,” Chapman says.

The collection is supported by a campaign, which is promoted through multiple media channels, including OLV, paid influencer endorsements, OOH, an integrated social campaign, experiential activations and a partnership with Hypebeast, which includes paid content on social networks.

The company also hosted a media and influencer event to unveil the collection at The Well. Mannequins were positioned to look like they just hit the jackpot, with the activation designed to be feel as though shoppers (specifically those under 35) just walked into a millionaire’s closet.

FCB is behind creative, EssenceMediacom handles media buying and Weber Shandwick is in charge of PR. Momentum managed the experiential component.