These ads focus on adrenaline-junky actions which parallel the feeling of high stakes gambling by risking your life and going "all-in".
The website showcases sweepstakes, new cards, deals, and information. It includes visual language and elements from other parts of the campaign.
The concept is explained in the description of the Instagram page, but essentially the social campaign's goal is to gain followers and get the name out by offering a reward for people who follow the concept of the campaign: high stakes actions.
The guerilla ads aren't just print. The black ones are meant to be stolen, which would reveal the yellow ones. It would be for a promotion or sweepstakes, rewarding the "thief" with a free trip to Vegas.
