Thrift Drop

Promotional Collateral - Series

2025

FCB Canada, Toronto, ON
w: fcbtoronto.com

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

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.