538.

A Million Isn’t Always a Million.

For three weeks, listeners of Radio 538 had the chance to win one million, but the currency was unknown. Because in this game, a million is not always a million. Depending on where in the world you would win it, the exact same amount could be life changing or barely worth anything.

By turning a fixed prize into a variable outcome, the focus shifted from how much you win to where you win it, creating constant tension, speculation and anticipation until the final reveal.