In Amsterdam proper there are these giant letters that spell "I Amsterdam," the city slogan. They're kind of like the "Hollywood" sign in the sense that they're a well-known, highly-visible fixture.
This week, the "AM" part of the slogan went missing. This drew so much attention that agency Amsterdam Partners reported them stolen.
Time revealed it was all just part of a guerrilla stunt by Sony, which left a giant piece of origami in the big gaping space between "I" and "sterdam."
The big (...)
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Entertainment ,
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Guerilla/street Marketing
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