Mr. Saturday
CLIENT
Experiential, Activation Design, Fashion
SERVICES
A clothing collaboration which was also your lottery ticket for a year.
Lotto Max Dream Drop
CRUEL partnered with OLG and Mr. Saturday to create an immersive, unique, and memorable brand activation that not only showcased Lotto Max's new collection but also engaged guests with a chance to win.
CRUEL planned and executed "The Dream Vault," a premium in-real-life activation within the bustling Ossington strip. A shipping crate was strategically placed in front of ParisParis, the city's trendiest wine bar, serving as a dynamic display for the collection. The activation event spanned three days and included special programming. Guests who entered the vault were given a chance to win Lotto Max gift cards and merchandise from the new collection, and an opportunity to win the LottoMax grand prize of $70 million.
The activation was a unique experience, successfully blending product display, guest engagement, and the thrill of potential life-changing winnings. Over the three days of activating, hundreds of guests visited The Dream Vault, engaging with the collection, creating buzz through media coverage.
The program was also recognized by the Cannes Lions International Festival of Creativity, winning multiple awards including a Bronze Lion for Brand Experience and Activation.
CREDITS
Lead Agency: FCB
Executive Producer: CRUEL
Production: Giant Containers
CRUEL is a marketing agency located in Toronto’s garment district, we explore contemporary themes across commerce and culture, unroot deeper strategic narratives, and foster stronger connections through direct marketing, experience design, and integrated creative services. Founded in Montreal in 2013 as a university lifestyle platform, CRUEL quickly became a hub for young people to connect through events and social media. By 2015, it transformed into a full-service marketing agency, leveraging insights into youth culture to help brands thrive. Over the years, CRUEL has delivered award-winning campaigns developing experiential strategies for global brands. Known for blending creativity, technology, and grassroots authenticity, CRUEL bridges online and offline experiences to create impactful, human-centered connections that drive real world results. CRUEL makes digital interactions feel more human and real-world experiences more personal.
Direct Marketing
Product Sampling
Logistics Management
Staff Recruitment and Training
Community Management
Strategy and Channel Planning
Strategic Partnerships
Negotiation and Contracting
Sponsorship Framework
Sponsor Activations
Valuation and Measurement
Experience
Experience Design
Activation Development
Installations and Pop-Ups
Event Production
Retail Environments
Property Representation
Technology Integrations
Creative
Research and Insights
Brand Stewardship
Content Production
Commercial Photography
Motion Design
Brand Identity
Art Direction
Illustration
Graphic Design