"Go to hell" - Bus Shelter. The aim of the the ad was to lure the market out of chelsea and into up and coming hells kitchen. The ad ran in several publications but was rejected by The New York Times as a full page display due the content.
"Out of the box" - Display on classified ad that ran in place of the "Go to Hell" ad in The New York Times.
The intention of the ad was to make it apear as thought the building burst out of the box and extruded into other classified listings.
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