At $50, the $8 Million Dollar Money Maker from the North Carolina Education Lottery doesn’t appeal to just any player. It appeals to the kind who drives a luxury car, wears designer brands, and of course… prefers only the fines colognes and perfumes. So we aligned this high-rolling scratch-off with an aesthetic they could spot a mile away.

For Radio, we leaned into the luxury space just as intensely.

On Social, we created a series of large images that each hid the scratch-off amongst a pile of riches, then gave those who spotted it a chance to win some $8 Million Dollar Money Makers of their own.

Can you spot the scratch-off?

Here’s a couple fun shots from behind the scenes.