Here’s a campaign that takes a meme and turns it into a media strategy. ‘Maxxing’ the viral internet trend built on doing the absolute most with whatever you’re into, is everywhere online right now. McCANN Canada saw an obvious opportunity: ‘Maxxing’ is a mindset Lotto Max winners have been living out for years. So the agency put a name to what was already true, turning Lotto Max into ‘Lotto Maxxing.’
Maxxing culture is a wave of online subcultures built around maximizing very specific, very personal passions. From matcha to plants to garden gnomes and everything in between. It’s a trend that keeps showing up in culture and maps perfectly onto what winning the lottery actually represents: the chance to spend more time and energy on the things you love. Lotto Maxxing celebrates that mindset among Lotto Max’s adult player base; players 18+ who already know how to make the most of what they love. And follows the brand’s recent ‘Believe It’ campaign (More Prizes. More Chances. More Winners.) building on Lotto Max’s new prizing structure, which now includes 100k prizes for every million in the jackpot.
Three hero visuals: matchamaxxing, gnomemaxxing and plantmaxxing, anchor the campaign, supported by 11 contextual, copy-led executions inspired by the most relevant maxxing themes emerging online, surfaced through social listening. The work is tailored to environments Canadians actually move through such as restaurants, theatres, gyms, office and apartment buildings, gas stations, malls and subways. Demonstrating how a single social trend can scale into a cohesive creative campaign.
Justin Tabakian, Associate Creative Director, McCann Canada sums it up: “Maxxing is one of those internet trends that keeps finding new corners of culture to attach itself to and Lotto Max already had the perfect hook built into its name. We wanted to have some fun with that and show Canadian’s that winning isn’t just about the prize, it’s an opportunity to truly embrace whatever weird, wonderful thing you’re already obsessed with.”
