First Prize is 10,000 Lotto Cards

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Besides the honor, prestige and heavy golden statue, one ad award winner this year could also bring home 10,000 lotto scratch cards, all of which are currently on display along a Sydney highway.

For the Outdoor Media Association's inaugural Australian outdoor awards, The Glue Society has made a billboard promoting the show's top prize out of 10,000 one-dollar scratchies—what Australians like to call scratch-and-win lotto tickets. The billboard is roughly 40 by 10 feet, features the show's gold pigeon logo and directs passersby to the website for entry information. On busy Parramatta Road in Sydney, an armed guard is watching the billboard night and day until the 10,000 scratchies, which will be presented in meter-by-meter sections, are awarded to the creatives behind Australia's best outdoor ad or campaign of the year. Since each scratchie is potentially worth $20,000, a lucky awardee could collect well over the $10,000 prize sum.

The Glue Society's James Dive, who worked on the execution with Matt Devine, calculates that, if the winner scratches one card every minute for eight hours per day, it'll take 21 days to get through all 10,000.

"Basically, we set the rule that every piece of communication OMA does for the show should use outdoor and demonstrate its potential," Dive says. "So when OMA wanted to promote the fact that the creatives responsible for the best outdoor won $10,000, we decided to make the prize a billboard."

For the show's call for entries, a big billboard truck drove around the country for 36 days. The scratchies billboard, which took four days to build, is meant to announce the top prize.

Dive says that every year there will be a new way to win the $10,000 prize. His hint for next year: demolition derby.

The awards are free to enter; entries are due in late April. Glue Society cofounder Jonathan Kneebone chairs the awards jury.

Check out photos from the board's construction, below.

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