“Marc Ecko came to Droga5 in 2006 for help reinforcing his brand’s graffiti heritage and street cred after several years of becoming increasingly mainstream. So Droga5 identified the most outrageous place a graffiti artist could tag—Air Force One—and staged a video of a group of artists doing just that.
The video then “leaked” as breaking news, receiving 23 million unique views within the first two weeks of its release. It became one of the first successful viral ads and was reported on by more than 17,000 global news outlets.
With a single two-minute video and zero media dollars spent, Droga5 created a sensation that caused the Pentagon to deny the video’s authenticity three times and reinvigorated the Ecko Unltd. brand.”