Ecko Unltd. / USA / 2006Social · PR Stunts
Still Free.
A viral hoax film appearing to show graffiti writers sneaking onto a base and tagging Air Force One with Ecko's 'Still Free' motto.
- Brand
- Ecko Unltd.
- Agency
- Droga5
- Market
- USA
- Region
- Global
- Year
- 2006
The challenge
Ecko wanted to reassert its graffiti roots and street credibility.
The idea
The brand released a grainy film that seemed to document a night-time break-in and the tagging of the presidential jet. It was seeded to a small set of targeted websites and designed to spark debate over whether it was real, which pushed the story into mainstream coverage.
Results
- Spread from targeted sites to major US websites, blogs and news networks
Case study source: Activation Ideas Source ↗
