The custom action figure trend lets people imagine themselves not just as who they are but as who they dream they could be. Like LOTTO MAX, it taps into the joy of dreaming big, of visualizing a life where anything is possible—even if it’s just for fun.

LOTTO MAX asks Canadians to unbox their wildest dreams.

Hopping onto the AI action figure trend on social and in OOH, we asked LOTTO MAX players to imagine themselves as the jackpot winner action figure, starting a conversation around what must-have accessories they’d get if they won the big one. All in all, this served as a reminder to get your ticket before the next draw.