Less than 14% of young adults play the lottery, so how do you get them interested in playing?

Lotto Max, Canada’s biggest lottery, reimagined the thrill of hitting the jackpot for today’s generation by bringing the retro jackpot to today’s retro world. Inspired by the growing trend of thrifting, flipping, and treasure hunting, the activation transformed a thrift store into a chance at millions.

Working with renowned upcycling designer Kevin Lionel we mined numbers out of thrifted garments and created a new garment that doubled as a lottery ticket for an entire year.