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  New MuseumJi Lee, CD, AD, Design / Scott Witt, CD of Media / David Droga, Ted Royer, ECD /
  Jesse Juriga, Amanda Clelland, AD, Design
  
  Launch campaign for New Museum, a newly constructed contemporary art museum in downtown, New York.
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  New Museum / The LogoThis logo is based on the most iconic feature of the New Museum: The unique shape of the building
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  New Museum / Calvin Klein Billboard HijackedDay 1
  
  We poured drips of magenta ink on top of the Calvin Klein Billboard on one of the most prominent streets in downtown New York. Dripping increased as days progressed, and so did the mystery surrounding it. Thousands of New Yorkers were puzzled and dozens of blogs started to write about this mystery until the reveal happened a few days later.
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  New Museum / Calvin Klein Billboard HijackedDay 2
  
  We poured drips of magenta ink on top of the Calvin Klein Billboard on one of the most prominent streets in downtown New York. Dripping increased as days progressed, and so did the mystery surrounding it. Thousands of New Yorkers were puzzled and dozens of blogs started to write about this mystery until the reveal happened a few days later.
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  New MuseumDay 3
  
  Here is the "reveal" at last. By this days there were dozens of newspaper and magazine articles and hundreds of blogs around the world who covered the mystery about the "splashed" CK billboard.
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