The Ontario Lottery and Gaming Corporation (OLG) and Lotto Max want to keep grabbing 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, where costumers who buy can win the jackpot of up to $70 million.

The company is selling the collection online starting July 22 and will feature it in a pop-up at The Well shopping mall 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.

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 this week to unveil the collection at The Well.

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

OLG VP of brand and marketing officer Maxine Chapman tells Media in Canada that the collection is a continuation of the brand’s marketing strategy to reach consumers under 35 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,” says Chapman.

OLG had already launched a clothing line in 2022 called Dream Drop. That collection was a success, selling out in less than 24 hours, says Chapman. The same year, the company also introduced Dream Bars (four flavours of ice cream packaged with lottery tickets) at Harry Styles concerts and other music festivals to continue the conversation with the under-35 demo through other passion points, such as music and food, Chapman says.

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 brand 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 communicate that to younger people, Chapman says.

The new collection is also 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 second-hand in 2023. And year-over-year interest in thrifting has surged about 48% online, according to NextAtlas.

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.

“The Lotto Max Thrift Dropp collection re-imagines the Lotto Max experience while connecting with the U35 demographic. 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.