Based on the cult classic novel, Netflix’s ‘White Noise’ delivers a scathing satirical take on American life in times of uncertainty, and how consumerism effectively numbs us to what is really happening in the world.

So we decided to hone in on this concept by targeting audiences on America’s most consumerist day—Black Friday, in one of America’s busiest advertising hubs—Times Square, with something every American craves—Free Money.

Different character billboards, each with a tied emotional state, delivered $500 every 15 minutes to whoever was lucky enough to scan the QR code and enter the card number.