We created a campaign centered around something quintessentially New York: street-side bootleg DVD vendors. We designed posters and a series of 15 DVDs to be given away at the show’s premiere. Each DVD was an agency “best of” reel masked with its own unique cover to mimic a bootleg movie DVD. At the event opening, we even set up street-side stands and had volunteers dressed as vendors “sell” the DVDs to event attendees.

Opening night was a big hit, with a packed attendance that far exceeded expectations. The exhibit was covered by Adweek and Time Out New York magazine, thereby guaranteeing another show in 2009. The One Club received a flurry of requests for posters and DVDs from collectors who were hoping to complete the set of 15 variant covers.