We followed up the "Yeah, that kind of rich.” launch with a headline campaign targeted toward NYC commuters. We wanted something memorable that featured unique typography, and reinforced the idea of being unbelievably rich.

To do this, we used stacks of real $100 bills to create an entire set of characters, which were then shaped into headlines. It was no easy task. Every medium has its limitations, and cash is no exception. To hold the shape of each letterform long enough to photograph it, we needed several hands, some foam core, fishing line, and more than a few hatpins.

We wanted the layouts to be extremely clean and neutral so viewers wouldn't lose sight of the basic concept: the type is made from cash. We knew a simple, off-white background was the perfect backdrop, and that the layouts would be free of frills and decoration. Once we finished the alphabet, it took weeks to perfect all of the typographic details. Each headline was finessed to ensure that headlines were readable even by fast-moving NYC commuters.

High jackpots sell lottery tickets, but the headline extension of the “Yeah, that kind of rich” campaign continued the trend of increased sales, rising 14% when compared to similar jackpots from the previous year. Additionally, buzz on social media and blogs helped spread the message even further, adding to the 150 million impressions created on the subways and streets of New York City, and making Powerball top-of-mind for New Yorkers across the state.