By the Time You Get Those Golden Tickets, They May Be a Bit Weathered

This year 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.

All 10,000 scratchies were sacrificed to form a silhouette of the show's golden pigeon logo. There's an armed guard standing watch 24/7 in the event some yahoo comes bearing a ladder in pursuit of some luck. (Scratchies can yield cash prizes of up to $20,000.)

Billboard conceptualized by The Glue Society. There was also a billboard truck, which drove around the country for 36 days to promote the event.

Shots of the billboard's four-day birth: