To commemorate rock musician Jack White’s one-night-only performance in Las Vegas, we recreated a Vegas gambling experience with the world’s first scratch-off concert poster. The goal was to give Jack’s fans a unique commemorative item to remember this night and to forever connect them with the iconic city in which it took place.

Each poster was stamped with unique combinations of symbols hidden under scratch-off ink. Some posters had prize-winning combinations, which were based on Jack White’s song lyrics. For example, in the song The Black Bat Licorice he sings “Good for the needy, like Nietzsche, Freud, and Horus”, so revealing portraits of those men in that order would win fans a prize. Every poster purchase also included a commemorative coin that matches the coins illustrated on the poster and which could be used for scratching off the slot machine windows.

The poster sold out within minutes of being put up for sale at the show in Las Vegas. Both music and mainstream press from the US, UK, and Australia lauded the first-of-its kind concept (I.e. This Australian headline — “Jack White just created the coolest gig poster ever designed”) and most importantly, fans had fun scratching off these one-of-a-kind posters.