The youth market is not only the most fickle, it has the most interesting media behaviour. We created a film that not only embodied their attitude, but became a celebration of their media habits. Discovery. Sharing. Discussing.Launched on 20 underground websites, it was our target audience who championed this viral film and opened it up to a much wider audience.Within days it had snowballed to an unprecedented scale. (Over 3500 sites.)

ECKO UNLDT, founded in 1993 by designer and street artist Marc Ecko.Ecko Enterprises has revenues in excess of 1 billion dollars.Our objective was to have Marc Ecko instigate a pop culture moment.Reinforcing his graffiti culture to enhance the Ecko Brand, both in recognition and street credibility

• Websites: 3500+ • Television News Appearances: 100+ Estimated Audience: 26 Million (Nielsen) • Global News Outlets: 17,000+ (Associated Press) • Unique visitors STILLFREE.COM 23 Million (First two weeks) (Consumption Junction) • Results to Date Estimated Audience 115+ Million (Nielson Ratings, Associated Press & Consumption Junction) • Media dollars Spent: ZERO

Tag (Graffiti) the most impossible canvas.

Release a film that captures a few graffiti artists breaking into the heavily guarded Andrews Air force base and spray “STILLFREE” on the side of the President’s plane (Air Force One).STILLFREE is the Ecko company mantra and web address for this event.

The Ecko Enterprise was built on street art, graffiti and urban pirates.It is a brand synonymous with rebellion, hip-hop, and graffiti culture.

Create a film so edgy, controversial, and relevant, that it becomes a must see and share event.Use the Internet to anonymously seed the video and let our audience and the mass-market hysteria, deliver it to the widest possible audience.Also, ensure the film is so engaging and topical in content, that it becomes a talking point. Not just viewed but debated, researched and shared at length.

Maury Loeb:PS260:Editor