Max Lols

LOTTO MAX and FCB coach Canadians to dream big

March 16, 2021


Latest LOTTO MAX campaign from FCB canada urges Canadians to dream as big as humanly possible.

We all need a little coaching sometimes, whether it is from the screen of our Wifi enabled treadmill or from a sagacious scribe in the latest betterment book. FCB Canada and LOTTO MAX developed their latest spots around the concept of coaching; dream coaching.

Canadians need some coaxing to dream big, and Max, the personification of the LOTTO MAX brand, is the perfect person to help them dream ever bigger, “Why dream to the min, when you can dream to the MAX!” the campaign proclaims in a series of funny and playful spots which launched on February 2nd.

“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.”

More Dream to the Max coaching moments are coming later this Spring to inspire you to go maximalist with your oneirism.

About OLG

OLG is a crown agency that develops world-class gaming entertainment for the Province of Ontario. Acting in a socially responsible way, OLG conducts and manages land-based gaming facilities; the sale of province-wide lottery games; Internet gaming; and the delivery of bingo and other electronic gaming products at Charitable Gaming Centres. OLG is also helping to build a more sustainable horse racing industry in Ontario. Since 1975, OLG has provided approximately $55 billion to the people and Province of Ontario to support key government priorities like health care; the treatment and prevention of problem gambling; and support for amateur athletes. Each year proceeds from OLG’s operations also support host communities, Ontario First Nations, lottery retailers and local charities across the province.

About FCB Canada 

FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873 and was recently honoured by Adweek as the 2020 Global Agency of the YearFCB Canada is part of the Interpublic Group of Companies, comprising more than 8,000 people in 109 operations in 80 countries (NYSE: IPG). FCB Canada was named Digital Agency of the Year in 2016, 2017, 2018, 2019 and 2020 by Strategy and is the most awarded Canadian creative agency at Cannes Lions 2017, 2018, and 2019. With operations in Toronto and Montreal that include FCB Health (healthcare marketing), Fuelcontent (content creation), FCB/SIX (CRM) and Segal, (licensing). Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present, and an anticipation of the future potential. FCB Canada is proud to serve some of the world’s most admired brands including Air Canada, BMO, BMW, Clorox, Destination Ontario, the Ontario Lottery & Gaming Commission, Sobeys, The Home Depot, and McCain. To learn more about FCB Canada visit or and follow us on Instagram: @FCB_Canada