Fruit of the Loom launched a cleverly inconspicuous ad campaign and almost an entire city filled with millions of people didn’t notice.

That’s right, Fruit of the Loom’s Everlight collection is advertised as underwear so light that people won’t notice they’re wearing them. Keeping with that theme, the creative agency Crispin Porter & Bogusky conceived of a campaign that hid prizes, including cold hard cash, in places easily discoverable by passersby.

Out of eleven ads, some have already been solved and redeemed. If you live in New York City, it might be a good idea to look for the rest of the prizes, or just look around in general, since this campaign shows us how completely oblivious we can be about our surroundings.