Thrift Drop
Promotional Collateral - Series
2025
FCB Canada, Toronto, ON
w: fcbtoronto.com
Thrift Drop engaged Gen Z and Millennials by tapping into their passion for thrifting and upcycled fashion. We partnered with renowned designer, Kevin Leonel, known for reimagining sports memorabilia and vintage fabrics into a nostalgic, high-fashion piece of wearable art, to create a one-of-a-kind collection. Each piece used seven unique thrifted numbers that you could play each week. The campaign drove an 83% increase in first-time lottery play, and a 25% increase in brand relevancy.
Chief Creative Officer: Nancy Crimi-Lamanna
Executive Creative Director: Jeremiah McNama
Associate Creative Director: Cody Sabatine, Joseph Vernuccio, Paul De La Merced
Art Director: Cody Sabatine, Shreyas Karambelkar
Copywriter: Joseph Vernuccio, An Trinh
Head of Creative Innovation: Eli Ferrara
Chief Strategy Officer: Shelley Brown
Strategy Director: Allison Lochhead
VP, Client Service Lead: Cynthia Roach
Group Account Director: Solo Gritskiv, Allan Tinoco
Account Director: Dayna Stark, Jaclyn Berzins
Account Executive: Logan Thomlinson, Maria Valle Canales
Production House: 456 Production
VP, Broadcast: Sarah Michener
Senior Producer: Tania Noble
Production House: Fela
Director: LeSean Harris
Director of Photography: Cole Graham
Line Producer: Nicholas Bechard
Executive Producer: Taj Critchlow, Fuliane Petikyan, Juile Axell, Elise Beauvais, Lauren Dobbie
Head of Production: Amir Karimi
Post-Production Company: Nimiopere Film Editorial, Tantrum Post
Editor: Nick Yumul
Assistant Editor: Shalini Menon
Producer: Hannah Stone
VFX Creative Director and Online Artist: Dominik Bochenski
VFX Artist: Hayoung Na, Davide Di Santo
VFX Producer: Victoria Holt
Post-Production House: 456 Studios
Colourist: Conor Fisher
Colour Assistant: Liam Brownrigg
Audio Production House: OSO Audio
Creative Audio Director: Daenen Bramberger
Media Agency: EssenceMediaCom, GroupM
Account Manager: Jason Lagance, Clair Liner
Media Executive: Daniel Campos
Assistant Media Executive: Myah Jackson
Manager, Media Partnerships: Rama Karnik
PR Agency: Weber Shandwick
Senior Vice President, Integrated Media Strategy: Ryan Bazeley
Senior Vice President, Client Expereince: Jen Yungblut
Vice President, Integrated Media Strategy: Deane Code
Vice President, Client Experience: Natasha Martin
Account Director, Platform Strategy: Alex Wapia
Senior Manager, Media Relations: Nicole Brumley
Senior Associate, Media Relations: Tanny Chiu, Taya Lafontaine
Associate, Media Relation: Elisabeth Cannatelli
Intern: Husam Elzien
Strategist: Gus Lopes
Vice President, Strategic Planning: Shipra Chauhan
Creative Director: Brendan Watson
Integrated Media Copywriter: Kat McGouran
Activation Agency: Momentum
VP Group Account Director, Business Leadership: Ian Kapasi
Senior Account Director, Business Leadership: Joshua Dick
Account Manager, Business Leadership: Olivia White
Director of Production: Amanda Fusco
Experiential Producer: Rachel Gaudet
SVP, Executive Creative Director: Patrice Pollack
Art Director: Tyler O'Selmo
Copywriter: Animesh Mathur
VP Creative Director: Cesar Vallejo
VP Design Director XD: Antonia Goga
Senior Digital Designer: Cameron Harapiak
Director of Strategy: Helen Androlia
SVP, Managing Director: Rodrigo Coelho
Director of Operations: Rose Rayos
Client: Ontario Lottery and Gaming Corporation
Senior Marketing Communications Manager: Rochelle Menezes
Senior Product Manager: Lindsay Magli
Director, National Draw Based Games: Melissa Finley
Director, Marketing Communications: Tyler Puley
VP Lottery and Customer Success: Kim Clark
VP Brand & Marketing Officer: Maxine Chapman
Director, Experiential Marketing: Georgina Terzis
Senior Manager, Experiential Marketing: Lily Ljubicic
VP Communications: Jenna LeBlanc
Product Owner: Anne Foam
Marketing Manager: Allison Elgersma, Natasha Da Silva
Director, Communications, Strategy, and Planning: Kathleen Graver
Senior Communications Manager: Melissa Yollick
Social Media Manager: Jeff Bomben, Klaudia Las
Senior Digital Campaign Delivery Specialist: Daryna Karaniuk