For the New York Lottery’s “Yeah, that kind of rich” campaign, DDB New York created a typeface out of stacks of real money, which appears on minimalistic posters, forming statements such as “Banks ask you for a bailout” and “You shop, the market rises”.
Creativity reports that the agency brought in a typographer who came up with the special ‘font’ and spent two months creating the letters from piles of dollar bills. Clear fishing line and hat pins were used to keep the bills in place, and each ad used about $1000-$1500 worth of money to create.
The posters are running on buses, shelters, and subway stations in New York. Check out the making of the ads in the video below: