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Big box guerilla marketing
In 2004 Paris' City Transit Authority, the RATP, ran ads proclaiming "One New Bus Per Day" and showing a playful (and presumably Photoshopped) photo of an enormous cardboard box with a bus on the side.
Recently Dutch creative agency Ubachswisbrun JWT took this concept a step further, by actually making enormous cardboard boxes with Mini Coopers printed on them and bits of gift-wrapping coming out of the top, then leaving said boxes out by the trash for public viewing:
It's an amusing viral marketing effort, sure to please everyone...except the sanitation workers.
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