SEE AND BE SEEN

To tout the “larger-than-life” possibilities of the New Jersey Lottery’s latest instant-win game, the Big Money Spectacular, GráficaAdvertising knew the work had to be big.

“King Kong-sized” would perhaps more accurately describe the result.

The effort, which broke recently, is part of a new multimedia campaign by the shop, a company of Chester, N.J.-based GráficaGroup. The 9-by-22-foot ads each cover nearly the entire side of a transit bus—including the windows. They are the brainchild of New York-based Culver Amherst, an out-of-home media company that specializes in developing advertising-supported bus shelters, benches and information kiosks.

Each colorful bus ad shows a person hanging onto the Big Money Spectacular game while flying through the air.