2025 Minto Dream Home
The Minto Dream Home is the grand prize for the Dream of a Lifetime Lottery, inspiring thousands to raise millions for CHEO families. With 25 years of partnership behind it, the 2025 anniversary home, The Sterling, needed to be special.
We’ve worked with Minto for more than a decade, creating the creative campaign for the Minto Dream Home. From branding to strategy, messaging to design, content to collateral. For the 25th Silver Edition home, we delivered one of the dreamiest dream home campaigns yet.
Client
Minto
Sector
Real estate development
Services
Campaign development / Content marketing / Design services / Video production
What’s in a name?
The Minto Dream Home is a way to give back to the community. So we let the community name the 2025 anniversary home.
- Launched a naming contest to engage audiences and build early excitement
- Promoted the contest across email and social channels for maximum reach
- Teased the design theme through video, motion, and branded graphics
- Revealed the winning name with a custom-designed logo and lockup
pre-launch
From imagination to inspiration
With the name revealed, we built anticipation without giving too much away. Inspired by the home’s speakeasy, we teased just enough to spark curiosity.
- Toured the home with designers and partners to uncover key features and themes
- Teased interior details and standout rooms to build anticipation
- Created web copy, social content, and assets to promote Minto’s expertise
- Drove email signups with video, motion, and branded graphics linking to an optimized landing page
teaser
post-launch
Opening the door to 25 years of dream home design
The home is built, staged, ready to tour. Time to unveil the 25th anniversary Minto Dream Home and inspire people through excellence in home design.
- Built a strategic content plan spanning video, articles, emails, and social
- Leveraged the CHEO lottery and home reveal to drive urgency and engagement
- Produced, edited, and mastered a series of design videos in partnership with House of Common
- Optimized the landing page to guide users from curiosity to ticket purchase
dream
Eleventh time’s a charm
Since the Ironwood in 2014, we’ve brought eleven Dream Homes to life. Each one unique, from hockey rinks to wellness rooms. Our partnership with Minto continues to push us creatively and gives us the chance to drive real impact for CHEO families.
