Why it works: Dream Drop

In this WARC Creative Analysis, we highlight three key takeaways for creative effectiveness from the Dream Drop campaign, with input from FCB Toronto’s Chief Strategy Officer, Shelley Brown.

The gambling category is an interesting space for advertising to play - it is highly regulated, and perhaps somewhat polarising. On the one hand, most national lotteries are charitable organisations, ploughing millions back into social causes every year. On the other hand, they are part of an industry which causes addiction, and in some markets advertising gambling in any form is prohibited.

For the Ontario Lottery and Gaming Corporation in Canada, an ageing player base was putting at risk the $500m annually given back to communities, and that message was not reaching young people. This was the challenge presented to...

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