Over on Parramatta Road in Sydney, Australia, certain innumerable riches line a billboard. But you can’t touch them.
In a concept created by the Glue Society, and in a contest to drive buzz for the Australian Outdoor Awards, “the Outdoor Media Association is giving away a grand prize of 10,000 one-dollar stratchies (scratch-to-win lotto tickets) — all of which are currently being used to wallpaper a billboard over Sydney’s Parramatta Rd.”
Those out-of-reach scratch tickets can yield cash prizes up to $20,000 (AUS), so it’s no small chunk of change that languishes on the Sydney billboard.
A billboard truck also drove around Sydney for 36 days to drive up WOM about the Australian Outdoor Awards, and by this point, it’s a sure thing that Aussies are ready to start scratching those tickets.
If you’re close by to Parramatta Road, and are feeling lucky, take a trip over. But, be warned: “There’s an armed guard standing watch 24/7 in the event some yahoo comes bearing a ladder in pursuit of some luck.”

The full story at Adrants:
http://www.adrants.com/2009/02/by-the-time-you-get-those-golden.php