Here's a clever launch campaign for the New Museum, a newly constructed contemporary art museum in downtown, New York."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."
By the reveal day, there were dozens of newspaper and magazine articles and hundreds of blogs around the world who covered the mystery about the "splashed" CK billboard.
The logo is based on the most iconic feature of the New Museum: The unique shape of the building.
